# Coughing Concert Campaigns The Ricola Cough Concert Makes Awkward Sounds Enjoyable By Jamie Danielle Munro | Published 2014-03-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ricola References: [creativecriminals](http://creativecriminals.com/ricola/cough-concert) & [youtube](http://www.youtube.com/watch?v=T38vYuKWMcc) To make the most of those awkward coughs that happen so frequently at more upscale concerts, cough candy brand [Ricola](https://www.trendhunter.com/trends/ricola-capsule) 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](https://www.trendhunter.com/trends/balls-in-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. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 8% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Interactive Concert Experiences:** Ricola's coughing concert demonstrates the potential for interactive elements to enhance concert experiences, creating unique and memorable moments. - **Unconventional Advertising Campaigns:** Ricola's coughing concert showcases the effectiveness of unconventional and immersive advertising campaigns that engage audiences in unexpected ways. - **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. ### Where This Applies - **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. - **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. - **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. ## Related on Trend Hunter - [Aromatic Winter Scarves](https://www.trendhunter.com/trends/ricola-capsule.md) - [Music Ticketing Campaigns](https://www.trendhunter.com/trends/fix-tixflation.md) - [Concert Ticket Scavenger Hunts](https://www.trendhunter.com/trends/hot-seats.md) - [Beautifying Pre-Concert Pop-Ups](https://www.trendhunter.com/trends/break-in-case-of-glamergency.md) - [Germ-Killing Karaoke Pop-Ups](https://www.trendhunter.com/trends/airaoke.md) - [Festive Shoppable Choirs](https://www.trendhunter.com/trends/shoppable-choir.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Health-Focused Scavenger Hunts](https://www.trendhunter.com/trends/mucinex-scavenger-hunt.md) - [Escapism-Inspired Candy Campaigns](https://www.trendhunter.com/trends/creed-bratton.md)