Coat Your Throat

A series of firsts for Ricola leads to the #2 new product in the category.

Published On
Mar 18, 2024
Ricola throat calm lozenges

Description

 

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.

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Credits

Date
Mar 18, 2024
Agency :
FUSE Create
Executive Creative Director :
Steve Miller
Copywriter :
Mike Furlong
Art Director :
Patrick Carter
Director - Creative Strategy :
Jacquie Kostuk
Creative Strategist :
Madison Rogers
Manager - Marketing & PR :
Vanessa Francone
Group Account Director :
Emily Merrigan
Account Supervisor :
Lily Ljubicic
Account Coordinator :
Jenna Stafford
Director of Production :
Anthony Mayes
Integrated Producer :
Terra Stephen
Client :
Ricola
SVP Marketing & Innovation North America & UK :
Annette Young
Marketing Director :
Becky Spruck
Associate Brand Manager :
Tara Pasquin Bischof
Production Company :
TRIZZ
Executive Creative Director :
Oriol Puig
Creative Director :
Marcel Hita
Senior Producer :
Hattie Christie
Senior Producer :
Jesus Rubio
Media Company :
Evoke
EVP Media :
Marlena Connor
Media Director :
Kelsey Sullivan
Associate Media Director :
Hayley D’Hondt
Media Manager :
Michael Amati
Influencers :
HireInfluence
Director of Campaign Success :
Kari Bliss
Director of Content Performance :
Nickey Rautenberg
Director of Creative Strategy :
Tiffany Borland

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