Ah-ha! A new product launch with new ingredients to the category means a new benefit message and usage occasion: coat and protect.

Ricola had established a new “Everyday Care” position outside the Cough & Cold season for daily throat and voice care in the US. In launching Ricola Throat Balm, we needed to give the new product and usage occasion a purpose. With “Coat Your Throat”, we made Ricola’s first ever 3D Animated spot to bring the category-defining ingredients to life and built the brand’s first fully integrated 3-tier influencer program, including YouTube celebs like Harry Mack and Good Mythical Morning. All leading to being the #2 new item in the category.