Post-pandemic, clearing your throat became a social liability. One involuntary “ahem” could draw dirty looks, make a room go quiet, or send strangers inching away.

We used that cultural shift to launch Ricola’s new everyday drops as the antidote to ahem anxiety.

Press: Adage Hot Spots

Results: Outspent 10–100x. Still overdelivered: 48.5M impressions on $164K, 294 impressions per dollar, 1.91% skip rate, and a 96 Attention Index.