NEW YORK Ricola Inc. has awarded its $1 million advertising account to McCaffrey Ratner Gottlieb & Lane, the client confirmed.
MRGL was assigned the account last week, according to Thomas Blaser, president of Ricola USA.
The New York shop will produce the "announcement-oriented" radio work that it pitched to the Swiss cough drop maker "with some revisions," said Jerry Gottlieb, an agency partner. The campaign will introduce Ricola Refreshers.
Radio spots, which are slated to air in September, will support a regional rollout of the new line in drugstores in the Northeast, Chicago and California, Blaser said. Refreshers will be marketed as a soothing herbal product for year-round consumption, not just the cough and cold season, he said.
"It's really low menthol," Blaser said. "It keeps your throat refreshed and fit year-round."