Ricola MAX achieved a step-change in sales following a packaging redesign, enabling the lozenges brand to challenge the dominance of Halls.
Aiming to become market leader in the US cough and throat drop market, Swiss brand Ricola created two new products to improve efficacy perceptions. But when consumers continued to choose market leader Halls, Ricola engaged Lewis Moberly and embarked on a redesign to help trigger a breakthrough.
Bringing the two products together into a single range with a new name, the redesign put pharmaceutical efficacy front and centre and surrounded it with the reassurance of Ricola’s familiar natural heritage. Sales revenue surged in the winter season following rollout (2022-23), with the design and branding returning $6.33 for every dollar invested.
The sales increase was sustained the next winter (2023-24) and aided in its broader efforts by the success of MAX, Ricola finally overtook Halls to become the market leader.
