{"id":2026,"date":"2026-10-22T09:00:00","date_gmt":"2026-10-22T09:00:00","guid":{"rendered":"https:\/\/thomas-daamen.de\/?p=2026"},"modified":"2026-10-23T06:14:09","modified_gmt":"2026-10-23T06:14:09","slug":"wer-hats-erfunden-ricola-holt-sein-markenkapital-zurueck","status":"publish","type":"post","link":"https:\/\/thomas-daamen.de\/en\/wer-hats-erfunden-ricola-holt-sein-markenkapital-zurueck\/","title":{"rendered":"\u201cWer hat\u2019s erfunden?\u201d: Ricola Reclaims Its Brand Capital"},"content":{"rendered":"

22.10.2026<\/p>\n

Ricola is not pulling an old advertising slogan out of the drawer but unearthing the brand\u2019s gold: \u201cWer hat\u2019s erfunden?\u201d (\u201cWho invented it?\u201d)<\/a> The line was never a prison but capital. In the early 2010s the brand apparently set it aside \u2013 out of a worry many brands know: being reduced to a single sentence. Yet it is more than a claim. Not a slogan you read, but one you play: people call it out to the group, imitate the voice, deliberately turn especially urgent while doing so \u2013 at the office, among friends, in everyday life, whenever it fits. And everyone knows instantly who is meant. That is not reach you buy. That is affection you have earned.<\/p>\n

For marketing expert and keynote speaker Thomas Daamen, whose talk on brand leadership and brand strategy of Love Brands, \u201cTogether \u2013 From Zero to Love Brand,\u201d begins<\/a> exactly here, this is a textbook case: A strong claim is not a cage but capital. Many marketing leaders fear being pigeonholed into a niche they can never leave \u2013 especially when a campaign ran for a long time and brand and message have fused in people\u2019s minds. The worry about missing other, perhaps more lucrative opportunities is understandable, but it distracts from what matters. \u201cAnyone who only looks at new possibilities overlooks the brand capital they have already built,\u201d says Daamen.<\/p>\n

Aperol shows how much power lies in one single, unmistakable thing. The Spritz is more than a recipe; it is the ritual by which the brand is recognized. Daamen, who helped shape Aperol for several years in a position of responsibility, knows the temptation to let a brand be there for everything and everyone \u2013 and knows where it ends: in arbitrariness. A Love Brand emerges where people make a brand moment their own and carry it on.<\/p>\n

And the new spot by Jung von Matt<\/a>? It forgoes youth slang and ingratiation and shows reality instead: a young customer puts a pack of Ricola on the checkout belt, the cashier reflexively asks \u201cWer hat\u2019s erfunden?\u201d \u2013 and meets a blank stare. Two worlds collide here: those who have had the line in their ears since the nineties, and those for whom it is just a question mark. Ricola does not hide this gap but turns it into the punchline. The gold was recognized, recovered, polished \u2013 and now the brand is building on it. Some get to recognize, others to discover.<\/p>\n

\u201cA claim that customers play back is no longer advertising but brand capital,\u201d Daamen sums it up.<\/p>\n

Image credit: Ricola
This article also appeared on openPR<\/a> .<\/p>\n

Back<\/a><\/p>\n

\n

About Thomas Daamen<\/p>\n

Thomas Daamen is a keynote speaker from Munich and a Marketing Director with more than 20 years of experience in marketing and sales, including several years in a leading role for Aperol. He speaks at annual kickoffs, sales conferences, leadership events and customer events about how to understand customers, decide boldly and win teams over for a brand \u2013 told through Love Brands.<\/p>\n

Send inquiry<\/a><\/p>\n<\/div>\n

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A cashier, a pack, a well-rehearsed line \u2013 and a young customer who only looks back questioningly. The spot is already running, and in it Ricola brings back a question that was played back in groups of all kinds for years before the brand set it aside. Those who know it grin; those who don\u2019t ask. It is back, quieter than before and with a wink at its own age. Why would a brand let go of something like that in the first place? And what is a slogan worth that people pass on voluntarily?<\/p>","protected":false},"author":1,"featured_media":2030,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[32],"tags":[],"class_list":["post-2026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-love-brand-insights"],"yoast_head":"\n\u201eWer hat\u2019s erfunden?\u201c: Ricola holt sein Markenkapital zur\u00fcck | Thomas Daamen<\/title>\n<meta name=\"description\" content=\"Warum Ricola mit \u201eWer hat\u2019s erfunden?\u201c sein Markenkapital zur\u00fcckholt: Thomas Daamen \u00fcber Claims als Gold der Marke und den Spot mit der jungen Kundin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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