Coat Your Throat

Ricola had established a new “Everyday Care” position outside the Cough & Cold season for daily throat and voice care. In the space, Ricola was launching a new product, Throat Balm, complete with new flavour innovations. However, we couldn’t just talk about the new liquid honey centre and caramel flavour - both new to the category - we had to give them a purpose. So we did, with “Coat Your Throat”, a 360° campaign to highlight ingredients, usage occasion, and the benefits of new Ricola Throat Balm. We made Ricola’s first ever 3D Animation spot for TV/OLV/CTV – and you could almost taste it. Shoppers saw full Amazon DSP integration, a storefront overhaul, Send Me a Sample, audio ads, and live streams. Plus, contextual OOH, Social, Display, Programmatic and Search to find them at moments of voice care. For more buzz, we built Ricola US’s first fully integrated influencer campaign with a 3-tier, full-funnel creator approach with shoppable links. 20+ micro influencers and YouTube celebs like Harry Mack and Good Mythical Morning, also drove views and filled carts. The campaign got people talking but also coating and protecting their throats, with over half-a-billion Media Impressions, 26.7 Million Creator Engagements, a 19.1% Purchase Intent Rate, a +93% Brand Memorability vs. category norms score, and Ricola Throat Balm became the #2 item in just eight weeks.

Coat Your Throat

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