Ricola has been yodeling at us for decades, but does anyone under 40 actually know what it is? In this episode of Can They Brand That?®, Semiserious reimagines the Swiss cough drop brand for a modern audience without losing what makes it iconic.
*Alp Horn blows* Ok, you’re still with us. We’re super excited about this live episode because it talks about everything from slasher film pop-ups to mountain goats to a yodeling boy band and everything in between for @RicolaInternational. We really think we did right by this cough drop legend.
Hosted by: Allie LeFevere and Lyndsay Rush Sanders
Timestamps:
00:00 Intro, Show Rundown, Ricola Brand Audit, and Cough Drop and Yodeling Banter
05:21 The Concept of Humor Branding
08:10 The Brainstorm Begins!
11:04 Pitching Ricola: Brand Refresh Ideas & Our Best and Wildest Campaign, Stunt, and Activation Concepts
31:09 Mascot O’Clock [Funny Mascot Ideation]
34:03 Hired or Fired [Should Ricola Hire Us? Best Ideas in Review]
Key Branding Ideas from This Episode:
- Innovation comes from playing with absurdity and cultural stereotypes.
- The most memorable branding ideas often stem from absurd, exaggerated concepts that play on stereotypes or cultural rituals.
- Thinking outside conventional bounds and embracing humor can unlock fresh, viral branding ideas that stand out in crowded markets.
- The art of strategic absurdity creates a brand playground.
- Leaning into absurd or seemingly pointless stunts, from fake “making-of” bands to guessing contests, serves as a mental sandbox to generate creative content that resonates and entertains.
- Absurdity reduces pressure, allowing for uninhibited experimentation that can lead to breakthrough ideas and deeper brand narratives.
- Design campaigns that blend product benefits with deliberately silly narratives or exaggerated formats, encouraging audience participation and buzz.
- Moments of silence and anticipation amplify brand messaging.
- Strategically using quiet, suspenseful pauses, like ASMR cough drops or silent mountain scenes, can heighten consumer engagement and create memorable impressions.
- Embracing silence as a storytelling device increases emotional impact and makes the core message more visceral.
- Cultural symbols and stereotypes are potent tools for humorous branding.
- Leverage stereotypes for relatability and humor, but do so with awareness to avoid offense and maximize shareability.
- Absurdity as a bridge to storytelling and community engagement.
- Humorous, over-the-top ideas, such as fake competitions or exaggerated mascots, serve as a foundation for developing community-driven content, mockumentaries, or festival activations.
- Humor lowers barriers to engagement and invites audiences into a shared universe of playful storytelling, fostering brand loyalty.
Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.
Say hi or snoop around:
🔔 Subscribe for weekly branding brainstorms → https://www.youtube.com/@semiseriousagency
📺 Watch the full Can They Brand That?® show series → https://bit.ly/can-they-brand-that-playlist
🌐 Work with Semiserious: https://semiseriousagency.com/
ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.
#RicolaBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing
