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Cough again

Published on .

Ricola, the Swiss medicated herbal confectionery brand, is doubling its marketing spend this year to $7.7 million in a switch of strategy to appeal to younger people. First up is a $2.5 million TV campaign during Eurosport's satellite coverage of the Olympic Games. It will also run throughout the rest of the summer. The campaign, which is expected to be seen by 1.2 million European adults during the Olympics, features a futuristic rap group whose vocal problems are solved by Ricola. "It's a decisive move away from the brand's traditional Alpine creative treatment," admits Robert Smith, sales and marketing director of Stockport-based U.K. distributor Cedar Health.

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