Ricola is moving beyond cold and cough season with a new citrus drop designed for dry-mouth moments, anytime, anywhere.
The brand has launched a new line of mouthwatering drops in partnership with Tombras, introducing a fresh occasion for Ricola built around movement, flavor, and everyday refreshment. Available in Lemon Lime Mint, Orange Mint, and Grapefruit Mint, the new drops combine vibrant citrus flavors, Ricola’s signature blend of herbs, and a hint of Swiss Alpine Salt.
The product is designed to make consumers’ mouths water, positioning Ricola for moments when they want something functional and flavorful on the go. That could mean after a workout, during a run, following a long day outside, or whenever dry mouth hits.
“Ricola has always been known for products rooted in cough and sore throat relief, and this latest innovation opens up an entirely new space for the brand and category,” said Becky Spruck, senior director of marketing, Ricola USA. “This is a new way to Ricola, designed for moments when you want something mouthwatering and satisfying while out living your life. We wanted to create something that’s exciting, unexpected, and versatile enough to fit naturally into people’s lifestyles.”
To support the launch, Ricola has debuted what it calls its boldest consumer campaign to date. Created by Tombras, the work brings the new product occasion to life through vivid creative built around the drops’ immersive taste experience. Watch below:
The campaign spans out-of-home, digital, social, e-commerce, and in-store touchpoints, inviting consumers to discover a new way to Ricola wherever life takes them.
Ricola will also bring the drops directly to consumers through a series of summer activations, including sampling at Bentonville Bike Fest and Broadway in Bryant Park, partnerships with the Arkansas Travelers and Frisco RoughRiders minor league baseball teams, influencer integrations and social first activations.
The new drops will roll out nationally throughout the summer at Target, Walmart, and Amazon, with select retailer-exclusive flavors and offerings available for a limited time.
For Ricola, the launch marks a meaningful expansion of the brand’s role in consumers’ lives. Rather than focusing only on relief during the cold season, the new citrus drops position the brand as an everyday companion for active, outdoor, and on-the-move moments.
CREDITS:
BRAND: Ricola
AGENCY: Tombras
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