The Swiss company Ricola presents a new communication campaign that relies on humor and the element of surprise. The spot begins by fooling the audience and presenting another rather unreal product. It advertises the ‘Mini Meadow’, a piece of real Swiss herb meadow that can be ordered home directly from the Alps.
The video opens with a farmer who, surrounded by a recognizable Swiss landscape, lovingly selects and maintains (so much so that he uses a huge comb) a plot of land in which lush alpine grasses grow. A piece of land is taken, transported and then properly packaged, to be delivered directly from the Alps to a modern accommodation inhabited by a young man enthusiastic about his purchase which has just arrived: a real corner of the mountain on which, like a fitness mat, it is possible to practice yoga and awaken the senses. This ironically surreal image is suddenly interrupted by a talking marmot on a swing, surrounded by an alpine panorama, which reveals an easier way to achieve this effect: “just eat a Ricola candy, with the revitalizing power of 13 herbs Swiss Alps”. The advertisement ends with a photo of the Ricola L’Originale packaging (bag and box) framed by a green meadow in the Swiss mountains.
The spotlight is available in 30″ long and 15″ short format. The television campaign is in Eurovision; in Italy it has already been broadcast on the main television channels since October 24 for a period of 3 weeks and is currently being broadcast in France, Switzerland and other European countries. From the beginning of November, the spot will also be visible on the web thanks to a full stack campaign.