To make the most of those awkward coughs that happen so frequently at more upscale concerts, cough candy brand Ricola had a genius idea to incorporate these noise-makers into the mix. After hiring a few actors, they managed to pull off a coughing concert, and not everyone was in-the-know.
A female musician first comes out onstage to welcoming applause. However, after playing the first few bars she stops as a few people start to cough. Soon certain audience members are belting out a tune with their throats, with other audience members laughing (and various ones not looking too impressed). Ricola pulled off this campaign brilliantly, and at the end a banner for the company was shown to avoid endless confusion by onlookers.
Coughing Concert Campaigns
The Ricola Cough Concert Makes Awkward Sounds Enjoyable
Trend Themes
1. Interactive Concert Experiences - Ricola's coughing concert demonstrates the potential for interactive elements to enhance concert experiences, creating unique and memorable moments.
2. Unconventional Advertising Campaigns - Ricola's coughing concert showcases the effectiveness of unconventional and immersive advertising campaigns that engage audiences in unexpected ways.
3. Brand Integration in Performances - Ricola's coughing concert highlights the opportunity for brands to seamlessly integrate their products or services into live performances, providing a new platform for promotion and audience engagement.
Industry Implications
1. Concert & Event Production - The coughing concert trend opens up possibilities for concert and event production companies to explore innovative ways of engaging audiences and creating memorable experiences.
2. Candy & Confectionery - Ricola's cough candy brand integration in the coughing concert campaign presents an opportunity for candy and confectionery companies to collaborate with musicians and event organizers for unique product placements.
3. Digital Marketing & Advertising - The success of Ricola's coughing concert as an immersive advertising campaign suggests potential for digital marketing and advertising agencies to develop interactive and unconventional strategies that captivate audiences.