Broken Heart Love Affair has been selected by Ricola to develop a new brand equity campaign designed to build on the brand’s heritage while expanding its relevance as an everyday well-being companion.

The new US campaign will use some of Ricola’s most recognisable brand assets while introducing a fresh perspective that positions Ricola as a product providing small, gentle moments of everyday support, not just during cough and cold season. The campaign will support the brand’s continued evolution, providing a foundation for future flavour launches and product innovations.

“From our very first meeting, the team at Broken Heart Love Affair understood our brand’s needs and exceeded our expectations with their fresh creative thinking,” stated Alok Ummat, director of marketing at Ricola.

“We’re thrilled to partner with Ricola on this exciting opportunity,” added Rachelle Claveau, president at Broken Heart Love Affair. “Ricola is an iconic brand with tremendous equity and consumer affection. Our goal is to celebrate what consumers already love about the brand while helping to expand how and when they think about Ricola in their daily lives.”

The campaign will explore new ways to connect Ricola’s trusted heritage with modern consumer needs, reinforcing its place as part of everyday moments of comfort, care and wellness.

“We saw an opportunity to build on Ricola’s distinctive assets while creating a platform that can grow with the brand,” Claveau added. “By broadening the conversation beyond seasonal usage, we’re creating a compelling and enduring idea that can support both today’s portfolio and tomorrow’s innovations.”

The campaign will launch in autumn.