Fresh visuals for the worldwide ad campagin
A famous question made Ricola memorable. The next campaign had to make its answer just as distinctive.
Challenge
Ricola was famous for the question of who invented its herb drops. The next campaign had to answer a more important question: what makes them distinctive—and make that answer work consistently around the world.
Approach
‘Famous for its Chrüterchraft’ turned Swiss herbal power into the campaign’s organizing idea. I developed layout guidelines that connected the TV story with a flexible system for digital, print, and point of sale.
Impact
The guidelines gave international markets a consistent visual framework while leaving enough flexibility for formats, channels, and local requirements.
My contribution
As Art Director, I designed the cross-channel layout system and documented the guidelines for the global campaign rollout.
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