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Arena Media lands Ricola account

Arena Media has won the £3m media account for Swiss herbal sweet brand Ricola following a pitch against three other undisclosed agencies.

Ricola: Arena wins £3m TV account

Ricola: Arena wins £3m TV account

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It is understood that there was no incumbent agency on the account.

The new Ricola campaign will launch in the New Year with the brand set to invest £3m in TV advertising across 2013 from an overall marketing budget of £5.5m.

According to Arena, the campaign marks a move back to TV advertising for the Swiss confectioner, following "impressive" year-on-year sales growth.

All media will be planned and bought by Arena Media, with creative work being produced in-house.

The new campaign will aim to highlight Ricola as the sweet with a "natural mouthwatering" taste that epitomises the Swiss Alps.

The campaign will target upmarket 35- to 64-year-old women and will launch with a roadblock of programmes on Sunday night.

Andy Richman, Ricola country manager for UK and Ireland, said: "Arena Media was selected for its focused approach, consumer understanding and its stand out creativity."

Pedro Avery, managing director at Arena Media, said: "Having not advertised above the line for the past couple of years, this is a great opportunity for the brand to make a big impact."

Ricola is currently available in 50 countries.

The news follows Arena's recent win of the £2m ZSL media account.

This article was first published on mediaweek.co.uk

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