• by Les Luchter , September 25, 2023

 

 

Honey and caramel have essentially the same color, a synergy used to good effect in a :15 spot for Ricola’s new Throat Balm lozenges.

As the screen shows images of first honey and then caramel, a female voice says, “New Ricola Throat Balm coats and protects your throat. A center with liquid honey wrapped in smooth caramel flavor.”

The spot ends with the familiar Ricola audio logo, Ri-Co-La, first used decades ago in spots like this.

Becky Spruck, marketing director at Ricola, USA, tells Marketing Daily the new product was “specifically developed to help consumers with everyday, non-sick throat irritation. We saw that consumers were using a variety of solutions to help with everyday throat irritation,  but there wasn’t a specific throat drop to meet their needs.”

In addition to honey and caramel, Throat balm also contains the Swiss-based brand’s signature blend of multiple herbs.

The new ad campaign, from Toronto’s Fuse Create, uses the tagline “Coat Your Throat,” and includes linear TV, online video, social, out-of-home and “extensive sampling across the country.”

As to the latter, Spruck says, “We know that once consumers try Throat Balm, they not only enjoy the taste of the drop, but also feel the benefits of coating and protecting their throat.”

Fuse Create is also working with influencers who will demonstrate how protecting their throats make them better storytellers or entertainers. Some of the influencers were brought on board by HireInfluence.

Spruck says the campaign will extend into 2024 “and beyond,” and that Ricola will measure success by "looking at consumer response in overall sales, trial and repeat.”

In other Ricola news, “Truth in Advertising” reports that the company has been hit with a class-action lawsuit alleging that its Nasal Care lozenges are misleadingly marketed as an effective nasal decongestant.

Ricola tells Marketing Daily that it does not comment on active legal proceedings.

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