Observed Signal · Oct 6, 2026 · Campaign Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Ricola brings back 'Who invented it' campaign in Germany
Swiss herbal candy maker Ricola is reviving its iconic slogan "Who invented it?" in Germany, following its reintroduction in Switzerland in September. The new campaign, created by lead agency Jung von Matt (Zurich), features a young supermarket customer who doesn't recognize the famous question, playing on generational disconnect with dry Swiss humor. The spot introduces a new mascot, a marmot named Ric. The campaign will run across moving image, social media (YouTube, Instagram, TikTok), and retail (dm), with planned 200 million contacts by end of December. It is part of a long-term communication platform, with further brand positioning planned for 2027. Jung von Matt regained the Ricola account in 2021 after losing it to Publicis in 2018.
Campaign launch for a well-known brand with a nostalgic element; relevant to AdTech as it highlights multi-channel media planning and retail partnerships, but no industry-shifting news.
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Key Takeaways & Evidence Grounding
- Ricola brings back iconic slogan 'Who invented it?' to Germany after airing in Switzerland since September.
- The campaign is created by lead agency Jung von Matt (Zurich).
- A new mascot, a marmot named Ric, is introduced.
- The campaign aims for 200 million contacts by end of December across video, social media, and retail.
- Advertising will air on Prime Video, RTL+, Joyn, Zattoo, Rakuten TV, Seven.One Media, and social platforms.
- Cooperation with dm drugstore and outdoor retailer Bergfreunde is part of the campaign.
Connected Companies & Entities
8 Entities mapped“Lead agency Jung von Matt created the campaign and handles the Ricola account....”
“Publicis had won the Ricola account in 2018, losing it to Jung von Matt in 2021....”
“CFP Brands employs Gustavo Frisina, Commercial Marketing Director Ricola, and is a JV distributing Ricola in Germany....”
“Perfetti van Melle is part of the CFP Brands joint venture with Ricola....”
“Campaign spot airs on Prime Video....”
“Campaign spot airs on RTL+....”
“Campaign spot airs on Joyn....”
“Campaign spot airs on Zattoo....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ricola launches Fresh Mint with creator campaign
Swiss brand Ricola and social-media agency WeCreate have launched a creator-led campaign to promote Ricola's new 'Fresh Mint' bonbon, shifting the product focus from throat/voice benefits to long-lasting fresh breath aimed at younger consumers. The digital launch includes a temporarily re-colored logo, a broad creator offensive featuring Maraam Tarraf, Tom Böttcher and Jul, TikTok Vibe Ads that recolored the brand channel, a puzzle-feed creative tactic, and an experiential after-work sampling event in Hamburg. WeCreate reports the campaign has so far generated more than 25 million views on TikTok and over 17 million on Instagram.
Ricola launches Drink Cubes with Zurich fountain activation
Ricola launched its new Drink Cubes with a large experiential activation at Zurich Hauptbahnhof on 2026-05-27, featuring a ten‑metre alpine herb 'fountain' to demonstrate the product. Drink Cubes are sugar‑free, vitamin‑fortified flavor cubes made with real Swiss alpine herbs that are designed to aromatize tap water; flavours include raspberry‑melissa, pomegranate‑mint, lemon‑mint and verbena‑citrus. The cubes are manufactured by Austrian company Waterdrop. Ricola previously piloted the product last summer in Austria and France and plans a full Swiss roll‑out supported by a 360° campaign (TV, posters, retail activations), plus a Ricola pop‑up store in Zurich’s Europaallee in June.
Ricola launches Drink Cubes for beverage market
Ricola launched a new product called "Drink Cubes" on 27 May 2026 at an event at Zurich main station. The effervescent cubes dissolve in tap water to add Alpine herbs and vitamins. The product is developed and manufactured in partnership with Austrian beverage-concept provider Waterdrop, which produces the cubes in its Ulm facility and pioneered the microdrink format in 2016. Ricola CEO Thomas P. Meier and Daniela Ruoss (General Manager, Ricola Switzerland) presented the launch in front of an Alpine fountain installation by Zurich atelier Monster&Drama (artists Andrea Kipfer and Cati Soldani). Ricola marketing lead Sandra Payer-Schmid framed the move as part of a brand strategy to be a year-round partner for consumers. Meier also announced a pledge to renovate 100 village and public drinking fountains across Switzerland by 2030, starting this year.
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