Amidst a category downturn, Ricola Canada is highlighting its year-round efficacy to increase household penetration.
“Everyday Voice,” a digital campaign created by Toronto agency Fuse Create, features four different videos showing a flapping animated uvula variously screaming, yelping and cheering on mountaintops, mountain bikes, roller coasters and court-side at a basketball game.
“We want to show off the versatility of the product while reminding consumers that Ricola is the perfect partner to them, for any occasion during the year,” says Alok Ummat, director of marketing, of the videos, all of which is from a mouth’s POV. “All the creative is centred around being ‘mouth-forward.”
According to its insights, lozenge demand is actually more year-round than anticipated, with 30% of people relying on the product for relief beyond cough and cold season. While focusing on “everyday use” was something the brand explored in its first Super Bowl buy, it’s testing everyday messaging around things like tired voices throughout the year, rather than one …