Ricola encourages live sugar swaps in sampling campaign

Yesterday (28 January) saw Swiss herbal sweets brand Ricola kick off an experiential campaign that asks consumers to throw away their sugary snacks.

Consumers could swap sweets and chocolate for a packet of Ricola
Consumers could swap sweets and chocolate for a packet of Ricola

The Arndale Centre in Manchester was chosen as the starting destination for the live initiative. The activation centres on a large perspex bin, which shoppers were encouraged to throw their sugar-laden snacks into.

They could then 'swap' these for a packet of Ricola’s sugar-free sweets.

Dietician Kirsten Crothers was on the stand to explain the health benefits of cutting out sugar, while staff dressed in bright yellow uniforms encouraged passers-by to engage with the brand.

The experiential campaign, which was devised by agency Amaze and staffed by Noise, launched alongside new research from the brand. This showed that only 35% of UK adults are careful about their sugar intake.

Ricola’s wider Sugar Swap initiative aims to encourage switching high sugar content confectionery for low sugar alternatives.

Andy Richman, Ricola’s sales and marketing manager for Northern Europe, said: "We’re very keen to drum home the message that adults do not need added sugar in their diets."

More: Public Health England reveals details of Sugar Smart roadshow

In pictures: SodaStream unveils sugar statues to combat sugary drinks

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