Sing Your Throat Out

Client: Ricola

In November 2024, Ricola brought its Everyday Voice platform to one of the loudest cultural moments of the year: Taylor Swift’s six-night Eras Tour stop at the Rogers Centre. With more than 300K fans singing for hours each night, it was the perfect setting for a brand built around helping people use their voice. But with dozens of brands trying to join the conversation, Ricola needed to show up in a way that felt credible, relatable, and fan-first, without being a sponsor or affiliated with the events in any way. “Sing Your Throat Out” transformed a traditional sampling opportunity into a meaningful pop-up experience rooted in Swiftie culture.

Over 18 hours across six nights, Ricola met fans on their way to the show, offering on-the-go Ricola Cherry and Lemon Mint Box samples designed for pre-, mid-, and post-concert throat relief. But the real magic came from a ritual that had become synonymous with the Eras Tour: friendship bracelets. Ricola created its own limited-edition versions, subtly branded and featuring lyrics from Taylor Swift about the importance of using your voice: “Speak Now” and “Talk Your Talk.” Fans loved them, traded them, wore them, and carried them into the venue. The result was an activation that earned its place emotionally and functionally. Fans felt understood. The brand felt at home. Ricola didn’t just hand out product, they built affinity, drove social momentum, and generated impact: 40K samples distributed, 6K bracelets shared, 36K social engagements, and a 120% lift in Ricola Box sales.