Shifting perceptions of a legacy brand through a new consumption lens

Tuesday, April 23, 2024
10:10 AM - 10:40 AM

Ricola is 93-year-old cough drop brand that has long been associated with the cough and cold season – offering soothing relief for coughs and sore throats during the winter months. But when the pandemic hit, the brand’s sales took a hit, as fewer people were getting sick. The brand needed to pivot. This need led to the introduction of a new usage occasion: everyday voice care. This new positioning sparked additional pivots, in how the brand connects and engages with consumers online, product innovations, as well as a more fulsome DTC purchase offering. In this session, learn how a legacy brand doubled its market share in just four years, and changed the way people think about – and use – Ricola.


Jacquie Kostuk
Director, Creative Strategy
FUSE Create

Alok Ummat
Director of Marketing

Event Menu

Brand Menu