Ricola is singing for its supper, and increasingly activating around everyday needs outside of being conventionally sick.

Over the years, the brand has been focusing on alternative need states, like a dry mouth from talking too much or an itchy throat – perhaps from singing too loudly – as highlighted in its “everyday voice” campaigns by Fuse Create.

Alok Ummat, Ricola’s director of marketing, tells strategy that rebalancing the brand’s portfolio – to further appeal to the sick and non-sick alike – has paid off over the last three years. “It’s not as seasonal as you’d think,” he says of the business, with a large chunk of sales – 35% to 40% – coming from outside of the cold and flu season, between April to September.

Ricola has also gained a point in share every year over the last eight years and is resonating with an audience that’s interested in better-for-you products, Ummat adds.

In order to continue making connections outside of cold and flu, Ricola will be activating a sampling program that’s linked to the Taylor Swift concerts taking place at the Rogers Centre in Toronto this month. To celebrate the arrival of Ricola’s new Cherry flavour SKU, the brand is inviting fans to “Cheer Your Throat Out” with a special exclusive prize contest running until Nov. 24 on social and which is linked to the singer’s Red album.

The Swiss herbal brand also introduced a new compact, on-the-go box. And Ricola, says Unmat, also offers compact, portable, low-menthol offerings in peppermint, berry and lemon flavours that have started to take off in Europe.

The latest campaign is an integrated effort. Earlier this year, the CPG did shopper activations for the new SKU, in locations like Walmart and Jean Coutu. There are “no sick cues” in the marketing program, Ummat says, adding that, instead, the brand is playing up the taste and goodness more than the illness aspect at point of sale (see shelf blades pictured on the right).

The competitive set includes the likes of Halls and Fisherman’s Friend, but these have primarily advertised around sick occasions, Ummat notes. The brand continues to deploy its “RICCCCOOOOLA” Alphorn, but only for advertising around the cold and flu season. “People know us by that jingle,” Ummat says, calling the yodel a distinctive asset, even if a consumer can’t identify Ricola as a cough drop product.