Ricola connects with consumers
To boost its visibility and attract a younger audience, Ricola is launching an event tour across the major cities of France. Through a traveling roadshow featuring vibrant floral and colorful scenography, the iconic herbal candy brand is going directly to meet consumers.
A sampling campaign to captivate Gen Z
To meet the goal of recruiting a younger audience, GLOBE designed a targeted sampling marketing initiative. By focusing on tasting Ricola’s iconic products, the campaign aims to boost immediate consumption while leveraging a sensory discovery experience.
The roadshow features an immersive stand, designed as a mobile aromatic garden—both Instagrammable and inviting—to maximize on-site visibility. At each stop, five product variants are distributed to encourage trial and foster a direct, positive connection with passersby.
This strategic approach combines experiential marketing and brand activation in an original and engaging format, perfectly aligned with the expectations of the target audience.
A 100% visible and engaging roadshow
Launched in major urban centers, the roadshow is designed with a focus on proximity and direct experience, featuring a carefully crafted and easily recognizable scenography. Thanks to custom event furniture dressed in the brand’s colors and an expert team, the activation successfully captured the attention of a diverse audience while encouraging spontaneous interaction.
Each session allowed for efficient product distribution while generating qualified traffic, enthusiastic feedback, and social media sharing. As a street marketing agency, we implemented a strategy combining field marketing, emotional engagement, and high visibility.
The result: a memorable brand activation that positions Ricola as an accessible, natural brand in tune with the expectations of a new generation of consumers.
