A Roadshow designed to strengthen consumer connections
As summer approaches, Ricola is launching a travelling brand activation. The brand is taking its products directly to consumers.
Today, brands are looking for more engaging experiences. A roadshow has become a powerful marketing tool. It strengthens proximity, encourages product trial and improves brand recall.
With its brightly branded truck, Ricola is touring France with a programme of sampling, entertainment and consumer interaction. The objective is twofold: introduce its iconic products to a younger audience and encourage product trial through a friendly and memorable experience.
A Field Activation designed around the Shopper Experience
To achieve these objectives, Ricola created a summer roadshow across major events and high-traffic locations throughout France. Designed as a true brand activation, the experience combines product sampling, games and exclusive gifts. Its floral, colourful and refreshing universe immediately captures attention.
Visitors discover Ricola sweets through product sampling. They are then invited to take part in a game. Prizes include fans, tote bags and branded stickers.
Alongside the roadshow, a street marketing campaign runs throughout the year in several major French cities. Supported by an extensive sampling programme, Ricola continues to recruit new consumers while strengthening its presence in the field.
An activation that combines visibility, product trial and engagement
On the ground, the Ricola truck becomes a real point of attraction. Its vibrant summer identity naturally draws attention and encourages interaction with the brand ambassadors.
By combining product sampling, proximity and entertainment, Ricola transforms curiosity into product trial. This strategy also strengthens brand visibility. It builds a closer relationship with consumers.
Through this activation, Ricola demonstrates how experiential marketing can drive engagement, encourage product discovery and create memorable brand experiences close to consumers.
