"Wish you well": Ricola says goodbye to "Chrüterchraft" for good

Since the beginning of October, the new campaign can be seen. "Wish you well" is the new slogan that has replaced "Chrüterchraft". This followed the advertising coup "Who invented it?" with folk actor Erich Vock in 2013. The slogan heavyweight at the time can still be found in everyday language in the DACH region. By contrast, "Chrüterchraft," launched in 2013, never really caught on.

Under the direction of Publicis, Ricola's new global lead agency, the candy manufacturer is saying goodbye to its casual tone and becoming calmer. The focus is now on health aspects: Ricola is good for the voice, against hoarseness and against sore throats.

The global advertising activities orchestrated by the Zurich Publicis office fit in perfectly with the strategy Ricola seems to be pursuing with its products. As the Schweiz at the weekend writes, the company is pushing into the health market in the USA, for example. There, Ricola offers Immundragees, which are not only supposed to strengthen the body's immune system, but also to combat fatigue. In Switzerland, the launch of the product is not planned for the time being. However, sweets containing the medicinal plant echinacea have recently been launched in this country.

Halal for a lot of market potential

For the Indonesian market, the company is going one step further. For this important market, where the company has been active for 40 years and where sales are steadily increasing, it is currently undergoing a complex certification process in order to be able to offer Ricola under the "halal" label in the future. This is necessary in order to be allowed to sell the sweets in Indonesia at all: From 2019, all products sold in the country must be halal-certified by law. Since Ricola does not contain any animal products other than honey and butterfat, no new recipe needs to be developed. Nevertheless, the processes are lengthy. Different orientations of Islam require different certificates. For example, the certificate from the Halal Food Council of Europe, which is to be obtained this year, is not sufficient for the Indonesian market. There, only the verdict of the local certification body is accepted.

The reason for bowing to the demands of the Islamic markets is very simple. According to Switzerland at the weekend Ricola explains in an employee booklet that it should not be forgotten that there are 1.6 billion Muslims worldwide and that the market potential is correspondingly large. (hae)