Greater China: Ricola breathing new life to adults only positioning

Local shop Senses Advertising produced two 20-second versions of the 'Adults only' TVC to present a more contemporary brand attitude, highlightingRicola as the candy for "legally-aged adults". One TVC contrasts what adults can get - Ricola - versus a baby, as seen in the opening shot who has to settle for a pacifier while trying to grab the candy. The TVC then moves on to a scene set in a bar where a couple cast flirtatious glances at each other, followed by another scene of them dancing seductively.

The VO by local radio and TV compere Wong Yuk Man includes lines such as 'Get married when you want, inform mama when you like'.

According to Senses executive creative director Alenn Woo, the campaign is an evolution of Ricola's 'Candy for cunning adults' theme from over 15 years ago in a TV spot fronted by Shek Kin, a star of martial arts films. Wilson Ng, general manager of Ricola's sole agent Siberhegner, said the brand wanted to counter Airwaves, which hiked its 2003 spend by 24 per cent to HK$112 million (US$14m), according to Nielsen Media Research. Ricola's spend fell by 60 per cent in 2003 to about $1.8 million after its last TVC aired in late 2002 for the elderflower flavour launch.

"The overall market for candy has dropped since 2002 as it was affected by chewing gum," said Ng. Hong Kong was Ricola's sixth-largest global market in 2002, however Ng believed its standing may have slipped last year due to the shift to chewing gum.