Ricola
25th September 2009 - Valassis Ltd, the UK’s leading coupon and voucher services provider, today announces that Swiss company Ricola, famous for its trademark 13 herb-based confectionery, is stepping up its UK marketing activity with a rolling coupon campaign that offers 25p off the entire range.
Andy Richman, Country Manager for Ricola UK and Ireland, says, “The natural ingredients and great taste of Ricola’s sweets have made them one of the leading confectionery brands in Europe and the States, and we’re hoping that sampling and coupon campaigns such as these, where consumers are getting to experience some of our more interesting flavours for themselves, will help drive demand in the UK.”
Richman continues, “Coupons have played a critical role in getting consumers to try our award-winning products. Our sampling team, who give out samples outside major supermarkets, on high streets and in shopping centres, also give out leaflets with information about the product and the company and a coupon attached. We find that if people try the product, they like it; and there is no better way to encourage them to buy the product after sampling it than incentivising them with a coupon.”
Ricola is available in Lemon Mint, Elderflower, Cranberry, Menthol and the Original Swiss variety and coupons can be redeemed on any 45g box available at all leading supermarkets and good confectioners. Ricola is priced from 50p for a tube and £1.25 for a handy bag or carton.
Richman continues, “This year we have distributed around two and a half million coupons, including those in goody bags for Race for Life and Pink Aerobics. Valassis have provided us with an excellent service and help whenever we have needed it. We have seen a good level of redemption on the coupons, and it is a strategy that we will continue to implement because of the tangible impact on sales.”
Charles D’Oyly, managing director of Valassis, says, “By using coupons to promote its confectionery range, Ricola has shown an understanding of the important role that coupons can play in any marketing campaign, as they help the brand to engage with the consumer and deliver a powerful call to action. When trying to build brand awareness, and increase market share, it’s important to keep driving home key messages, particularly in a time of economic downturn when loyalty to the brand is essential to success, and this is exactly what Ricola has set out to achieve.”
D’Oyly adds, “As recent research commissioned by Valassis shows, even wealthy shoppers are turning to coupons and vouchers in the recession as consumers strive to reduce their grocery spend. It is key for brand managers to pay attention to these consumer trends, and we are pleased to see that more brands, like Ricola, are using coupons.”