World Cup excitement is spreading
across North America — and Ricola wants fans to cheer with strong voices.
That's the strategy behind its latest campaign from Fuse Create, which crosses borders, teams and
rivalries.
Ricola is rolling out a North-America-wide program that includes influencer partnerships across Canada and sample activations during matches in Toronto and Vancouver.
In addition, a media campaign consisting of out-of-home ads, wild postings, digital placements and a Weather Network app are strategically placed around U.S. and Canadian match locations.
“With the World Cup coming to North America, we saw a rare chance for Ricola, a brand built for everyday occasions like cheering, to do more than simply participate in a cultural moment
— we could own it. The insight was simple: the most iconic cheer in football is ‘Olé,’ and with a single letter change, Ricola becomes that chant,” Steve Miller,
executive creative director, Fuse Create, told Agency Daily.
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