Ricola hits the road to meet consumers
To boost its brand awareness and strengthen its presence on the ground, Ricola launched an event roadshow across France’s largest cities. Through an immersive and itinerant brand activation, the iconic herbal candy brand successfully captured the attention of passers-by with a floral, colourful and striking scenography.
This street marketing strategy enabled Ricola to engage directly with its consumers while reinforcing its brand image as natural, friendly and approachable.
A sampling campaign to captivate Gen Z
To meet the objective of attracting a younger audience, GLOBE designed an experiential sampling activation. The concept was based on tasting Ricola’s iconic products, creating an immediate sensory discovery and sparking purchase desire.
The stand, designed as a mobile aromatic garden, offered a space that was both welcoming and highly Instagrammable, encouraging online sharing. At each stage of the roadshow, five varieties of sweets were distributed, creating a direct, authentic and engaging connection with passers-by.
A 100% visible and engaging roadshow
Rolled out across France’s major cities, the operation combined field marketing, high visibility, and spontaneous consumer interaction. With bespoke staging and a team of trained brand ambassadors, each activation created genuine proximity with consumers, generated enthusiastic feedback, and achieved strong amplification across social media.
The result: a memorable brand activation that reinforces Ricola’s image as an accessible, natural brand, perfectly aligned with the expectations of the new generation.
