For 15 years we have asked ‘who invented it?’ and now this question has gained cult status. Now RICOLA is taking this a step further and shows exactly what the Swiss heritage brand invented: "Chrüterchraft!"
JvM/Alster developed various commercial spots for the worldwide branding campaign and got together with photographer Tobias Gromatzki and JvM/craft parallel on the film shoot to produce over 30 images for international print, POS and online.
Felix Richterich, CEO of Ricola enthuses, “Chrüterchraft’ is a Swiss word. It means herbs. It means effect and indulgence. So many Ricola values can be found in that word: the magical herb blend as well as its Swiss tradition, soothing effect and the good taste of all our products.”
In late 2013 the campaign launched in European countries Switzerland, Germany and Austria, as well as the USA. In 2014 it will launch in Asia and additional European markets. The campaign shows what ‘Chrüterchraft’ looks and tastes like: simply magical!
