In the competitive world of cough drops, Ricola didn’t just survive—they transformed. Here’s how a Swiss family brand rewrote the marketing playbook and expanded beyond traditional seasonal marketing.
The Challenge: Breaking the Seasonal Trap
Traditionally, cough drop brands live and die by the winter months. Ricola was no different, spending marketing dollars exclusively between October and February, blending into a sea of frosty, medicinal messaging.
Strategy 1: Redefine Product Usage
Key Insight: 30-50% of consumers use cough drops for non-sick reasons.
The Pivot: Ricola repositioned from a “sick season” product to an everyday solution for:
– Dry mouth
– Voice relief
– Allergy management
– Social situations requiring throat comfort
Strategy 2: Emotional, Trend-Driven Content
Traditional Approach: Functional, medical messaging
Ricola’s Breakthrough: Creating culturally relevant, emotional content
– Super Bowl campaign
– Pride event messaging
– Lifestyle-focused storytelling
– Relatable scenarios beyond illness
Strategy 3: Expanded Marketing Timeline
Old Model: October-February marketing
New Approach: Year-round engagement
– Discovered 40% of cough drop sales happen outside traditional season
– Developed campaigns for:
* Cheering at sporting events
* Voice protection
* Social confidence
The Results: Remarkable Growth
– Market share increased from 13% to 22%
– Doubled market penetration
– 6x more online mentions than competitors
– Sales spike of 500% in targeted markets
Key Takeaway: Marketing isn’t about selling a product—it’s about solving consumer needs in unexpected, emotionally resonant ways.
Pro Tip for Marketers:
Challenge your category’s conventional wisdom. Your next breakthrough might be hiding in plain sight.
This blog post is based on the 2024 Future Pharma Marketing Summit presentation by Loki Matt of Ricola
