Four German-based ad agencies are pitching for the assignment to both Ricola management and Ricola's German distributor, M.C.M. Klosterfrau Vertrieb. The advertising will run in the rest of Europe as well, but the German market is the most important for the brand.
Competing are Hamburg-based Jung von Matt and Barten & Barten, Cologne, along with Greyowned Consell and Publicis, both in Frankfurt. McCann-Erickson is the incumbent, whose ads continue to be screened.
Ricola plays strongly on its Swiss provenance in its marketing. Ads in the past have featured yodelers yelling the Ricola name around the mountains.
Procter & Gamble's Wick leads the German cough candy market, but Fisherman's Friend has in recent years leveled with Ricola at No. 2.
Copyright May 1998, Crain Communications Inc.