Breathe In Nature
The challenge was to engage younger consumers in a way that felt relevant to their lifestyles, while strengthening Ricola’s positioning around wellness, balance, and connection to nature. Beyond brand building, Ricola also required a commercially viable mechanic that could drive incremental purchase without discounting, deliver high perceived value, and remain true to Ricola’s heritage, resulting in a proposition that was both aspirational and difficult for competitors to replicate.
Planning & Execution
TLC translated Ricola’s brand essence into a live consumer experience through Breathe In Nature, a campaign solution designed to bring the feeling of wellness and escape into real life. The campaign connected purchase behavior to immersive outdoor and adventure experiences that reflected Ricola’s positioning around nature and wellbeing. Consumers who purchased three Ricola products unlocked access to free or 1-for-1 activities such as rock climbing, kayaking, and karting. A mobile-first QR code journey ensured frictionless access and seamless redemption, aligning with the digital habits of younger audiences while reinforcing Ricola’s role as a catalyst for balance, exploration, and everyday escape.
Effectiveness / Results
- +21% Sales uplift during campaign period
- 28% Customer Engagement, proving campaign ability to inspire action beyond purchase
- Strengthened emotional equity by associating Ricola with joy, balance and adventure.