Ricola - "China"

Jung von Matt/basis GmbH Hamburg, Alemania

9357

Título	China
Agencia	Jung von Matt/basis GmbH
Campaña	Who invented it? - Ricola
Anunciante	Ricola
Marca	Ricola
Posted	Julio 2006
Sector Empresarial	Golosinas y turrones
Sinopsis	SUMMARY In the late nineties Ricola faced several problems of being in a declining market, lacking brand loyalty amongst consumers as well as having an outdated image. The campaign had to clear prejudices against Ricola and Switzerland in general once and for all. The sweets are therefore portrayed as a great Swiss achievement, which other countries wish to claim as their own. The campaign adopts a modern, up-to-date tonality to attract attention and give the brand a facelift, whilst remaining cost-effective. The campaign has projected Ricola to number 1, gaining ground in three major markets (France +35%, Germany +61% and Switzerland +47%) and exceeded awareness targets by over 30% in terms of aided advertising in each market
Medio	Televisión
Duración	25 seconds
Director creativo	Arno Lindemann
Director creativo	Bernhard Lukas
Responsable de cuentas de agencia	Bent Rosinski
Responsable de cuentas de agencia	Cathrine Groß
Realizador	Martin Schmid
Supervisor depublicidad	Beat Kernen
Planificador estratégico	Gordon Nemitz