Challenge

Ricola's aim is to strengthen its position as the world's leading brand of quality herb drops. It's well known "who invented it" - and this campaign responds to the question: "What did Ricola invent?" Ricola's new brand claim is "Famous for its Chrüterchraft".

Solution

For "Chrüterchraft" I designed the layout guidelines. The TV campaign is supported by digital, print and POS activities.

The ad shows a kissing couple in a subway train station. The headline says 'Chrüterchraft tastes great. Swiss for ricolas magic herb blend.'
Ricola Chrüterchraft print ad featuring a young herb farmer in front of the Matterhorn panorama that says 'Discover the Chrüterchraft in every Ricola drop.'
Ricola Chrüterchraft print ad featuring an old herb farmer in front of the Matterhorn panorama that says 'Chrüterchraft entdecken!'

Credits

Agency

Jung von Matt/Alster

Creative Director

Tom Hauser, David Leinweber, Sören Porst

Senior AD

Steffen König

Senior Copy

Christian Meyer

Art Director

Jonas Schmidt
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