Ricola Launches a new Global Advertising Campaign with "Chruterchraft".

LAUFEN, Switzerland Coordinates:Laufen (French: Laufon) is a municipality and the capital of the district of Laufen in the canton of Basel-Country in Switzerland. , October 14, 2013 /PRNewswire/ --

F or the last 15 years, consumers have been asking : " W ho invented it? " The question has taken on cult status, and the answer to it is well Eclectic Motion known. Now Ricola is going one step further with its new global brand campaign showing exactly what this traditional Swiss company invented - " Chruterchraft " ! A magical word with 13 let ters for an extraordinary herb drop containing 13 herbs. Soon it enough it will be more than just the great tas te of Ricola on everyone ' s lips.

In 1998, Ricola launched the highly successful "Who invented it?" advertising campaign. A fidgety fidgety


1. Tending to fidget.

2. Creating unnecessary fuss.

fidgetiness n.

Adj. Ricola agent travels to various cultures uncovering false claims about the invention of the Ricola herb drop. The "Who invented it?" campaign helped Ricola achieve great recognition. Now Ricola, working with the Hamburg advertising agency Jung von Matt/Alster, is announcing a completely new brand campaign, but one which follows on logically from "Who invented it?" The worldwide campaign goes by the name "Chruterchraft". It's well known who invented it, but in a next step this campaign provides a simple answer to the question: "What did Ricola invent?"

Why "Chruterchraft"?

"'Chruterchraft' is a Swiss word. It stands for herbs. It stands for efficacy and enjoyment. So this one word incorporates all the Ricola values: the magical blend of herbs, the Swiss heritage, the soothing effect, and the great taste of our products", enthuses Felix Richterich, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. and Chairman of the Board of Directors of Ricola. For Ricola, "Chruterchraft" is not simply a campaign; it's a mission, to put a Swiss word on the world's lips. The aim is to make people around the world familiar with this unique Swiss expression, and have fun pronouncing it. Jean-Remy von Matt, director at Jung von Matt AG, adds, "Chruterchraft is our magical word for Ricola's uniqueness. And it's quite intentionally a tongue-twister for anyone who doesn't speak Swiss German."

Simply magical - all around the world

From the middle of October, consumers in Switzerland, Germany and Austria and the USA will find out what's behind the strange-sounding Swiss word. In 2014, "Chruterchraft" will debut in Asia and other markets. The campaign shows how "Chruterchraft" works and how it tastes - simply magical! A herb farmer reveals in the ad the meaning of "Chruterchraft" , while its magical effect is - by way of typical Ricola humor - shown in a wide variety of situations.

Ricola's aim with this international advertising campaign is to strengthen its position as the world's leading brand of quality herb drops. The TV campaign is supported by digital, print and POS (1) See point of sale and packet over SONET.

(2) "Parent over shoulder." See digispeak.

POS - point of sale activities. Ricola's new brand claim is "Famous for its Chruterchraft".

You can download the TV commercial and campaign visuals at http://www.ricola.com/en-ch/Meta/Media/Press-releases/Ricola-Chrueterchraft

Ricola profile

Ricola AG is one of the world's most modern and innovative manufacturers of herb drops. Ricola herb specialties are exported to more than 50 countries and are famous for their fine Swiss quality. Founded in 1930, with its company headquarters in Laufen and subsidiaries in Europe, Asia and the USA, Ricola products now include around 30 different herb specialties. In Switzerland, this family-owned company is a pioneer in herb cultivation and places great value on using carefully selected locations and controlled, environmentally-friendly cultivation methods without the use of pesticides and herbicides. Ricola has concluded fixed long-term purchase agreements with more than 100 farmers in Swiss mountain regions. Ricola is a responsible employer of around 400 staff and is committed to sustainable corporate management: economically, socially and ecologically. The traditional values of a family-run enterprise coupled with Swiss quality and a passion for innovation define the success of the Ricola global brand.

Jung von Matt is the most successful agency group in German-speaking countries in terms of awards for creativity and efficiency. It ranked in the top three independent agencies worldwide at the Cannes International Advertising Festival in 2010, 2011 and 2012. It is also in the top five creative agencies worldwide (Gunn Report)and in the top five most efficient agencies in the world (Warc and Effie Worldwide).The agency offers its clients creative and efficient marketing communication across all channels and disciplines. Jung von Matt was founded in Hamburg in 1991and now, 22 years on, operates as an unlisted limited company with agencies in Germany, Austria, Switzerland, Sweden, Poland, the Czech Republic, Slovakia and China. Its clients include BILD BILD British Institute of Learning Disabilities Zeitung, Bosch, Deutsche Post, EDEKA EDEKA Einkaufsgenossenschaft der Kolonialwarenhndler im Halleschen Torbezirk zu Berlin (German department store chain), Mercedes-Benz, Nikon, NIVEA, OBI, Ricola, RWE RWE Rot-Weiss Essen (Germann football club)

RWE Ralph Waldo Emerson

RWE Rheinisch-Westflische Elektrizittswerke (German Power Supplier)

RWE Read Write Execute

RWE Right Wing Extremist , Sixt, Tchibo and Vodafone.

Media Contact : Bernhard Christen christen

tr.v. christened, christening, christens


a. To baptize into a Christian church.

b. To give a name to at baptism.


a. Head of Corporate Brand & Communications Management Ricola Ltd. Baselstrasse 31 CH-4242 Laufen

Tel +41(0)61-765-41-21 Fax +41(0)61-765-41-58 http://www.ricola.com


COPYRIGHT 2013 PR Newswire Association LLC

No portion of this article can be reproduced without the express written permission from the copyright holder.

Copyright 2013 Gale, Cengage Learning. All rights reserved.