A New Playbook for Fan Energy
Ricola, the Swiss herbal lozenge maker best known for its soothing throat drops, has turned its attention to the roar of soccer crowds in Canada and the United States. The company’s latest campaign, built around the tagline "Keep your voice in the game," seeks to ensure that supporters can cheer loudly from the opening whistle to the final celebration.
Central to the initiative are partnerships with two high‑profile voices in North American soccer. Professional player Ashley Lawrence and Sportsnet commentator Emily Agard will lend their influence to the effort, appearing in social‑media spots and on‑site activations that aim to connect with fans across the continent.
The brand is taking the experience directly to supporters in key markets. Sampling stations will appear at matches in Toronto and Vancouver, where attendees can try Ricola’s products while the company’s new "soccer‑ready" creative rolls out on billboards, wild postings and digital screens.
A robust media rollout underpins the campaign, featuring out‑of‑home placements, targeted digital ads and a dedicated buy on the Weather Network app. This multi‑channel approach is designed to reach fans wherever they watch, listen or scroll, reinforcing the message that a strong voice is as essential as a strong throat.
In a move that underscores the campaign’s cultural ambition, Ricola has altered its classic logo for the first time, integrating subtle soccer motifs that signal the brand’s embrace of universal cheering. Alok Ummat, Director of Marketing at Ricola, said the effort is about celebrating fan passion while keeping voices match‑ready throughout the tournament.