Ricola is expanding beyond its niche as a cough drop brand for irritated and sore throats with a new product: citrus drops designed to quench dry mouth. The new drops debuted today, and a major campaign for the new product has been designed with the company’s ad agency, Tombras. 

The company says the line marks a major evolution for the brand, as it's the first product outside the cough drop category. 

The new citrus-flavored mouthwatering drops have a hint of “Swiss Alpine salt” to go along with the brand’s signature blend of herbs and come in three flavors to start: lemon lime mint, orange mint and grapefruit mint.  

The drops are designed for any time dry mouth strikes, such as after a workout, following a run, or during a long day outside. 

The campaign spans out-of-home, digital, social, ecommerce, and in-store. The hero spot can be seen here.

The brand is also doing a series of introductory events including samplings at the Bentonville (Arkansas) Bike Fest, partnerships with the Arkansas Travelers and Frisco RoughRiders minor league baseball teams, influencer integrations and social-first activations. 

The new drops will roll out nationally throughout the summer at Target, Walmart and Amazon, with select retailer-exclusive flavors and offerings available for a limited time. 

“Ricola has always been known for products rooted in cough and sore throat relief, and this latest innovation opens up an entirely new space for the brand and category,” said Becky Spruck, senior director for marketing, Ricola USA.