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Ricola has a rich brand story that began in 1930. But one marketer for the Swiss cough drop and breath mint manufacturer says that its marketing team realizes just how important it is to infuse today's voice of the customer into its 86-year-old brand narrative.
"My philosophy is that you want to market a business so that you embody the brand's values but your decisions are consumerinformed," says Joahne Carter, VP of marketing and innovation at Ricola. "That'll ensure that you bring your brand equity and your brand promise to life. And then it'll ensure that what you're doing is relevant to the consumer. The only way you can do that is by bringing in the consumers' perspectives as you're making decisions."
Ricola exports more than 40 ranges of herb drops and teas to more than 50 countries, and its commitment to sustainability and natural ingredients is a quality that Carter says is a perfect match for conscientious millennial consumers. Although Ricola doesn't have a problem with overall brand awareness, it did have a problem impressing its story of responsibility and sustainability upon those mindful consumers.
"Ricola is a brand that everybody knows. When you mention the brand, people will sing the Ricola tune from our ads from over the decades. So we have really strong brand awareness," Carter adds. "But...