Ricola

FUSE Create *Lead Agency

Steve Miller, Executive Creative Director
Sam Rudykoff, Copywriter
Darren Marranca, Copywriter
Chloe Kim, Art Director
Luigi Alliegro, Studio Designer
Lily Ljubicic, Account Manager
Brett Wills, Group Account Director
Luke Moore, Managing Director, Media
Alice Pinto, Producer
Rita Steinberg, Digital Media Director
Becky May, Art Director

The Faculty

Vapor Music

VMC Media

Ricola was outspent in category during the Cough & Cold season and needed to shift consideration to drive incremental cough drop sales. We created an all-new everyday usage occasion and positioned Ricola as a remedy for dry, irritated throats due to cheering, screaming, or talking, resulting in a 500% sales spike during the four-week campaign. With a +3.6pts lift in Message Association, we shifted consumer purchase behaviour from reactive - purchase made after you develop a sore throat – to proactive, communicating “It’s good to have Ricola at the ready.”