Ricola Demonstrates How It Can Help Consumers Cheer, Yelp and Scream Their Throats Out

To help change the consumer buying behaviours of new and returning Ricola users, Ricola Canada launches a new ‘Everyday Voice’ campaign created by Toronto creative agency FUSE Create.

The aim of the campaign is to highlight the benefits of using Ricola year-round – and not just during the congested cough and cold season. And as of late, as we all continue to work from home and endure more Zoom calls, our throats and voices get tired, so everyday throat health is on everyone’s mind. This campaign includes four different videos launching across Facebook, Instagram, YouTube, and TikTok, a first for Ricola Canada. Each animated video showcases moments of screaming, yelping, and cheering, and just how handy it is to have Ricola at the ready. 

"This work is just so fun and simple" says Steve Miller, executive creative director at FUSE Create. "It cuts straight to the chase and does so in the most 'internet' of ways as Ricola continues to evolve it's throat care positioning." 

The digital media buy was done in-house with additional spend for in-store, OOH, television, and print media from VMC Media. This launch is part of a four-week test in Ontario only, aiming to increase household penetration by increasing and broadening usage consumption occasions. From here, the goal is to launch nationally across social, digital OOH, television, and print media later in 2021 or 2022. 

“Whether you’re singing your favourite tune, cheering on your team, or a working parent balancing video calls and home schooling, Ricola has your tired voice covered,” says Alok Ummat, director of marketing. “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.”

There will also be an influencer component, led by Liv Public Relations, that shows voice soothing properties and everyday use of Ricola products by tapping into creators who regularly strain their voice or throat – like Superfan Nav Bhatia.