NEW YORK – Ricola is expanding into new territory with the debut of citrus-flavored drops designed to help relieve dry mouth anytime, anywhere.
"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 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."
Crafted with vibrant citrus flavors, Ricola's signature blend of herbs and a hint of Swiss Alpine Salt, the drops are designed to make your mouth water — introducing a new occasion for the brand beyond traditional cold and cough season. Available in Lemon Lime Mint, Orange Mint and Grapefruit Mint, the drops are designed for on-the-go moments when consumers are looking for something both functional and flavorful.
Whether after a workout, following a run, during a long day outside or anytime a parched mouth strikes, the drops help quench your mouth while delivering a burst of citrus flavor. As consumers increasingly seek products that deliver both sensory enjoyment and everyday functional benefits, Ricola's mouthwatering drops answer a growing desire* for products that do more than simply soothe — creating a refreshing, mouthwatering sensation whenever and wherever it's needed.
To celebrate the launch, Ricola is debuting its boldest consumer campaign to date — bringing this entirely new occasion for the brand to life through vibrant creative that captures the immersive taste experience at the heart of the product. Spanning out-of-home, digital, social, e-commerce and in-store touchpoints, the campaign invites 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 high-energy summer moments, including sampling at Bentonville Bike Fest, 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.
