Our Swiss partners, USP Partner AG, continue to push the boundaries of innovation in POS promotion in their latest work with the iconic Swiss brand, Ricola. For the first time in Ricola’s history, their sweets were cooked and embossed in-store, in front of a live audience. Hosted in 13 Coop locations throughout Switzerland, shoppers, young and old, were invited to enjoy this unique experience and sample the freshly prepared herbal sweets while they were still warm.
Consumers were entertained and educated by the Ricola Candy Chefs, who relayed lots of interesting facts about the world renowned Ricola Brand. The 13 herbs used to create the famous Ricola herbal mixture were displayed in a raised miniature herb garden at the POS stand, where consumers could easily appreciate and smell them. Prepped with the highest quality fresh ingredients, the wonderful herbal scent of the freshly cooked sweets emanated throughout the stores, attracting lots of curious visitors to the Ricola stand.
The POS and live demonstrations showcased the commitment of Ricola to the quality of the raw materials used and their careful attention to detail in how they further process the herbs to produce the famous sweet. The consumers were able to experience the brand from start to finish and purchase products, with suitable sales offers ensuring that the unique brand experience could also be translated into measurable sales figures.
USP Partner were entrusted to bring this activation to life. With overall responsibility for the live marketing activation and full accountability for the project management, from the initial concept creation, development of the stand and brand appearance, and to ensure that all logistics delivered a professional brand experience at the point of sale.
It’s an historic move for an iconic brand that has shown, through its willingness to innovate, how to truly engage audiences of all ages in its brand story, building brand affinity and loyalty for years to come.