Ricola: New campaign and new claim "Just take Ricola".

With its new Europe-wide campaign, the Swiss brand Ricola is relying on humor - and a special surprise effect. That's because the spot at the heart of the advertising campaign initially catches the audience on the wrong foot: It starts like a commercial for another, rather absurd product.

In the commercial, a real piece of Swiss herb meadow is advertised as "Mini Meadow," which stressed-out city dwellers can have delivered directly to their homes from the Alps.

The spot is then abruptly interrupted by a talking marmot. It sits cheerfully in the Swiss Alps and tells the audience that it's also much easier - with a Ricola candy. "Just take Ricola," is his simple suggestion. Just as invigorating and soothing, but much less complicated.

Strategy refinement

Ricola is launching the new advertising campaign as part of a refinement of its brand strategy. At the heart of this remain the brand's cornerstones: naturally grown alpine herbs, Swiss origin and the balance between enjoyment and functionality of Ricola products.

With the campaign, the company wants to position itself with wit and aggressiveness as a down-to-earth alternative to many a modern trend among health- and environmentally-conscious stakeholders. "What is so good in the throat and mouth must not be boring in advertising either," says Jean-Remy von Matt, owner of Jung von Matt Berlin.

The campaign is starting with a slight time delay. It was launched in Italy last week and in France this week. In Switzerland and the other European countries, the spot will be launched next week in various media. The spot was produced by the film production company Czar and directed by Ben Callner. Another Ricola commercial is scheduled to appear in spring 2022 as part of the current advertising campaign.

"Advertising has to surprise people emotionally in order to be remembered for a long time."

Thomas P. Meier, CEO of Ricola, and Jean-Remy von Matt, founder of Jung von Matt, talk to Werbewoche.ch about refreshing the strategy and the cult brand's plans for the future.

Werbewoche.ch: Thomas P. Meier, what beliefs about your brand and products guided you when you conceived the campaign with Jung von Matt? 

Thomas P. Meier: With the new advertising campaign, we wanted to focus on what makes Ricola special: naturally grown alpine herbs, the Swiss origin of our company, and the balance between enjoyment and functionality of the products. These are the cornerstones of Ricola's success, and we will continue to build on them in the future. And as our commercial makes clear, a pinch of humor also plays an important role at Ricola, as it always has. We want our products to contribute to the well-being of our consumers, but we also want our new advertising campaign to put a smile on their faces. Because that's exactly what Ricola is supposed to be: an invigorating moment in everyday life that invites you to feel good.

What do you particularly like about the new spot? 

The wit and a certain amount of aggressiveness that is evident in the commercial. After all, a humorous appearance has always been an important aspect of Ricola's brand management and, even after almost 30 years, the recipe for success in our advertising campaigns. With our down-to-earth sense of humor, we stage ourselves as an alternative to many a modern trend among health- and environmentally-conscious stakeholders.

Why was it time to refresh Ricola's image? 

We are always looking to nurture our brand. That is why we have carefully reviewed our brand strategy in recent months and decided to refine it. It is important for us to focus more on our strengths again. Our beneficial products with fragrant alpine herbs should receive full attention in the new advertising campaign. We want as many people as possible to enjoy this invigorating piece of nature for everyday life.

What can Ricola customers look forward to in particular in the future? 

We are highly motivated to respond to the specific wishes and needs of our consumers and to always come up with new, innovative flavor variations on the market. In addition, a second, equally surprising Ricola commercial will be released in the spring - so it remains exciting!

Jean-Remy von Matt, for the new Ricola commercial you are out of the (Un-)retirement. Did it take a lot of persuasion to get you to take this step? 

Jean-Remy von Matt: Of course not, it was an honor! As a Swiss abroad, I am particularly proud of global brands from my home country. Besides, I have been associated with the brand for 25 years.

At the end of the 1990s, Jung von Matt developed as lead agency the legendary Slogan "Who invented it?" for Ricola. Which principles from back then have you remained true to in the current campaign? - and what has sich changed? 

We have remained true to the principle that advertising must surprise people emotionally in order to be remembered in the long term. What has changed is that this principle is more decisive than ever in the voluntary nature of media consumption.

Ricola war three years at Publicis - and returned to Jung from matte back. What are your plans for the brand now? 

It was important to us to give Ricola back the charm and self-deprecating wit that characterized the brand, especially with "Who Invented It?"

Will Jean-Remy von Matt also remain for further "Ricola projects" available?

Until the last breath, which will be a particularly fresh one thanks to Ricola.