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中国
案例简介：描述/概要 摘要 在九十年代末，利科拉面临着几个问题，即处于不断下降的市场，缺乏消费者的品牌忠诚度，以及过时的形象。这场运动必须一劳永逸地消除对里科拉和瑞士的偏见。因此，这些糖果被描绘成瑞士的一项伟大成就，其他国家希望将其称为自己的成就。该活动采用了现代、最新的调性来吸引注意力，并给品牌带来整容，同时保持成本效益。该运动预计利科拉将排名第一，在三个主要市场 (法国 + 35% 、德国 + 61% 和瑞士 + 47%) 取得进展并在每个市场的辅助广告方面超过了 30% 的认识目标
中国
案例简介：Description / Synopsis SUMMARY In the late nineties Ricola faced several problems of being in a declining market, lacking brand loyalty amongst consumers as well as having an outdated image. The campaign had to clear prejudices against Ricola and Switzerland in general once and for all. The sweets are therefore portrayed as a great Swiss achievement, which other countries wish to claim as their own. The campaign adopts a modern, up-to-date tonality to attract attention and give the brand a facelift, whilst remaining cost-effective. The campaign has projected Ricola to number 1, gaining ground in three major markets (France +35%, Germany +61% and Switzerland +47%) and exceeded awareness targets by over 30% in terms of aided advertising in each market
China
案例简介：描述/概要 摘要 在九十年代末，利科拉面临着几个问题，即处于不断下降的市场，缺乏消费者的品牌忠诚度，以及过时的形象。这场运动必须一劳永逸地消除对里科拉和瑞士的偏见。因此，这些糖果被描绘成瑞士的一项伟大成就，其他国家希望将其称为自己的成就。该活动采用了现代、最新的调性来吸引注意力，并给品牌带来整容，同时保持成本效益。该运动预计利科拉将排名第一，在三个主要市场 (法国 + 35% 、德国 + 61% 和瑞士 + 47%) 取得进展并在每个市场的辅助广告方面超过了 30% 的认识目标
China
案例简介：Description / Synopsis SUMMARY In the late nineties Ricola faced several problems of being in a declining market, lacking brand loyalty amongst consumers as well as having an outdated image. The campaign had to clear prejudices against Ricola and Switzerland in general once and for all. The sweets are therefore portrayed as a great Swiss achievement, which other countries wish to claim as their own. The campaign adopts a modern, up-to-date tonality to attract attention and give the brand a facelift, whilst remaining cost-effective. The campaign has projected Ricola to number 1, gaining ground in three major markets (France +35%, Germany +61% and Switzerland +47%) and exceeded awareness targets by over 30% in terms of aided advertising in each market
中国
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