Ricola's Daily Balm Campaign Tackles Tickly Throats

Ricola, the famous Swiss cough drop brand, is launching a new product innovation to join its growing cough and throat relief line in the US. New Ricola Throat Balm will coat and protect your throat against daily irritations with a unique flavour combination: a liquid centre with a smooth caramel flavoured shell, complimented by Ricola's signature herbal blend. 

This new product and accompanying launch campaign encourages consumers to ‘Coat Your Throat’ against daily throat irritations such as itchy throat, hoarse voice, or dry throat, and is designed specifically for everyday use. 

“In listening to consumers’ needs when it came to throat care, we saw that they were seeking a solution for minor yet pesky throat irritations. We’ve introduced a solution that gives consumers the confidence that they’re protected against everything from a throat tickle to constant throat irritations,” said Becky Spruck, marketing director at Ricola, USA.

The launch strategy includes a comprehensive media campaign touching on a wide variety of media like Linear TV, OLV, social, and OOH, along with extensive sampling across the country. Independent agency FUSE Create handled the go-to-market strategy, creative, PR and has partnered with influencers to demonstrate how protecting their throat makes them better at doing what they do best: story tell and entertain. Additional influencers were handled by Hire Influence.

“Ricola Throat Balm marks an incredibly important product innovation for the brand,” Becky added. “This innovation reinforces Ricola's commitment to everyday throat health and marks another milestone in our quest to provide great tasting, effective solutions to our consumers."

Throat Balm is now available in stores across the US and can be purchased on Amazon.