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14.10.2013 – 16:00


Ricola launches a new global advertising campaign with "Chrüterchraft"

Laufen (ots)

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

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

"'Chrüterchraft' 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 and Chairman of the Board of Directors of Ricola. For Ricola, "Chrüterchraft" 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, "Chrüterchraft 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, "Chrüterchraft" will debut in Asia and other markets. The campaign shows how "Chrüterchraft" works and how it tastes - simply magical! A herb farmer reveals in the ad the meaning of "Chrüterchraft" , 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 activities. Ricola's new brand claim is "Famous for its Chrüterchraft".

You can download the TV commercial and campaign visuals at

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 Zeitung, Bosch, Deutsche Post, EDEKA, Mercedes-Benz, Nikon, NIVEA, OBI, Ricola, RWE, Sixt, Tchibo and Vodafone.


Bernhard Christen
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