Ricola - "China"

Jung von Matt/basis GmbH Hamburg, Germany

9677

Title	China
Agency	Jung von Matt/basis GmbH
Campaign	Who invented it? - Ricola
Advertiser	Ricola
Brand	Ricola
Posted	July 2006
Business Sector	Candies
Story	SUMMARY In the late nineties Ricola faced several problems of being in a declining market, lacking brand loyalty amongst consumers as well as having an outdated image. The campaign had to clear prejudices against Ricola and Switzerland in general once and for all. The sweets are therefore portrayed as a great Swiss achievement, which other countries wish to claim as their own. The campaign adopts a modern, up-to-date tonality to attract attention and give the brand a facelift, whilst remaining cost-effective. The campaign has projected Ricola to number 1, gaining ground in three major markets (France +35%, Germany +61% and Switzerland +47%) and exceeded awareness targets by over 30% in terms of aided advertising in each market
Media Type	Television
Length	25 seconds
Creative Director	Arno Lindemann
Creative Director	Bernhard Lukas
Account Manager	Bent Rosinski
Account Manager	Cathrine Groß
Director	Martin Schmid
Advertiser's Supervisor	Beat Kernen
Strategic Planner	Gordon Nemitz