Observed Signal · Aug 7, 2026 · Product Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
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.
Brand-level creator campaign demonstrates tactical use of TikTok ad formats and creator-driven organic content to reach younger audiences; provides measurable reach (reported view counts) but is not a platform-level policy or major industry structural change.
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Key Takeaways & Evidence Grounding
- Ricola and social-media agency WeCreate launched a campaign for the new product 'Fresh Mint'.
- The Fresh Mint product is positioned around long-lasting fresh breath rather than Ricola’s traditional throat/voice benefits.
- Creators involved include Maraam Tarraf, Tom Böttcher (1.1 million TikTok followers) and Jul (@mylifeasjul, 2.4 million TikTok followers).
- WeCreate reports the campaign has generated more than 25 million views on TikTok (via Vibe Ads) and more than 17 million views on Instagram.
- The launch included an experiential after-work sampling event on 9 July in Hamburg Stadtpark and a puzzle-feed creative on Ricola’s profile.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
TBWA Zurich launches Rivella campaign celebrating spontaneity
TBWA\Zürich has created a new image campaign for Swiss beverage maker Rivella under the claim “Und dein Durst sagt ja” as part of a post-win repositioning. The work centers on two 20-second films (for TV, online video and social) directed by Danish duo Vida and produced by TBWA’s internal ViDo unit. The campaign also includes two key visuals showing opened Rivella bottles, and uses a younger, more lively visual language. Media formats named for rollout include TVC, online video, social, digital-out-of-home (DOOH), large-scale Branding Days and display ads. Publicis Media handled media planning and ACE2ACE handled DOOH planning. TBWA’s internal Buzz unit will execute additional social activations planned for late summer and autumn. Francesco Camenzind (Rivella Brand Manager) is quoted on the new brand positioning.
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