Ricola is looking to move beyond its traditional cough-and-cold positioning with help from Broken Heart Love Affair (BHLA), which it has tapped to develop a new brand-equity platform.
The Swiss confectionery and cough-drop brand has appointed BHLA as its creative agency for a brand refresh spanning strategy and 360-degree creative, with the new campaign set to launch this fall. Ricola says the work is intended to build on its established brand equity while expanding the occasions in which consumers consider the brand, positioning its products as sources of everyday comfort, care and wellness.
“We saw an opportunity to broaden Ricola’s role in Canada beyond seasonal usage and make the brand more relevant in everyday moments,” Alok Ummat, director of marketing at Ricola tells strategy. “Our goal is to celebrate what consumers already love about Ricola while broadening how and when they think about the brand.”
The campaign will retain the brand’s legacy assets and qualities consumers already associate with Ricola, while introducing a fresh perspective designed to broaden its relevance year-round.
“Ricola’s strong equity in natural ingredients gives it permission to move beyond sickness and show up in more everyday moments,” BHLA president Rachelle Claveau tells strategy. “This opens up more occasions, greater year-round relevance and a broader role for Ricola in consumers’ lives.”
A spokesperson at Fuse Create says BHLA’s appointment will not affect its continuing relationship with Ricola. For the past decade, Fuse has collaborated on projects with the brand across digital media and strategy, creative and XM and recently created the OOH, wild postings and media plan for the “Ricolé, Olé, Olé” campaign.
– Image courtesy of BHLA
