Although nearly everyone knows the Swiss herbal candies, and although the TV slogan "Who created it?" is a classic, Ricola needed to expand its PR concept. We decided to focus on herbal effectivity and competence – Ricola's core values. These were clearly and unambiguously communicated in all PR channels – radio, print, media cooperation, travel journalism, interviews with experts, brand portraits or at concert events. This strategic approach paid for itself. More and more consumers associate Ricola not only with a funny man wearing a Swiss tie, but with a high-quality product from Switzerland.