Ricola is a brand that is firmly anchored in everyone's mind, and the original herb candy is on everyone's lips. The fact that Ricola has the right candy for every taste in its wide range was the core message of the Shopper Experience Promotion, which we was commissioned by Ricola Schweiz AG to design and implement in selected Migros stores.
For the Shopper Experience Promotion, USP developed a high-impact brand presence that put the breadth of the Ricola range at the center of attention: a mobile shelf that impressively demonstrated the product diversity of Ricola and, thanks to the colorful packaging, was an eye-catcher at the POS. At the heart of the presentation was an interactive game developed specially for Ricola and the activity, which the target group could play at the point of sale using innovative gesture control, thus discovering the range of products in a playful way.
A screen equipped with artificial intelligence (AI) to play the game formed the centerpiece of the Ricola shelf and generated interest and traffic at the stand. The brand presence, designed with great attention to detail, rounded off the experience. Strong visibility elements, high product pressure and suitable sales offers with discounts also ensured that the unique brand experience also provided the necessary sales pressure at the Migros POS.
We were entrusted with overall responsibility for the live marketing activation and were responsible for the idea, conception, development of the game and brand presence, as well as for ensuring the logistics up to the professional overall presence with trained promotional staff on the sales floor.
Briefing
Communication of the breadth of the Ricola range and actively addressing a younger target group.
Solution
Impressive presentation of all varieties in a mobile sales rack and activation of the target group with gamification, which communicated the product variety in a playful way.
Result
A POS promotion that fully met its objectives: over 70% of game participations took place among the targeted group, game participations were above average and at the end of the promotion days, the shelves were completely empty!