Ricola hits the road to drive product discovery
As summer approaches, a travelling brand activation is being rolled out by Ricola to connect directly with consumers. Product tasting, engaging experiences and sampling are brought together in a field marketing strategy designed to encourage product trial and reach a younger audience.
In a market where attention is increasingly won through direct consumer engagement, face-to-face interaction is placed at the heart of the activation. To achieve this, a fully branded Ricola truck is being deployed across a range of high-footfall locations.
Two key objectives are being pursued. Firstly, Ricola’s iconic products are being introduced to new consumers. Secondly, stronger brand proximity is being built through product discovery and tasting.
A roadshow designed to bring Ricola closer to consumers
To support its consumer acquisition and engagement objectives, a summer tour is being rolled out across a range of popular locations and events throughout France. The brand activation is designed to create more opportunities for consumers to engage with Ricola beyond the point of sale.
The roadshow first addresses the challenge of brand visibility. Through its travelling truck, Ricola is given a strong presence in high-footfall locations. Its colourful, floral brand universe is brought to life across the entire activation to strengthen brand recognition and recall.
Product trial is then placed at the heart of the experience. Visitors are invited to discover and taste a selection of Ricola flavours. This direct interaction encourages product discovery while creating an initial connection with new consumers.
The experience is extended through an engaging game mechanic. Ricola-branded fans, tote bags and stickers are offered as giveaways. Sampling therefore goes beyond simply distributing product samples. Instead, it is integrated into a wider journey combining product discovery, interaction and gifting to strengthen brand engagement.
At the same time, Ricola’s campaign is also being reinforced across grocery retail. Additional opportunities are being created in-store to drive product discovery and reach new consumers.
An activation combining visibility, product tasting and engagement
On the ground, the Ricola truck is positioned as the central hub of the activation. From the moment consumers arrive, its summery look and distinctive visual identity are brought to the forefront to capture attention.
Consumers are then welcomed by brand ambassadors and invited to discover Ricola products. First, they are introduced to the different products, flavours and distinctive features of the brand. Product tasting is then supported by key product information to enrich the discovery experience. Finally, the activation is extended through an engaging game mechanic.
This combination of roadshow, sampling and street marketing addresses several objectives. On the one hand, Ricola’s visibility is strengthened. On the other, product trial is encouraged through direct interaction with consumers.
Through this activation, experiential marketing is used to drive product discovery. Sampling is transformed into a meaningful opportunity to engage with the brand. Consumers can try the products while experiencing Ricola’s brand universe first-hand. This helps build stronger connections with consumers throughout the activation.
