New brand platform for Ricoré

Nostalgia is easy to invoke but hard to earn — the brands that successfully revive heritage characters do so because the character carries genuine emotional equity, not just recognition. Ricoré's new platform, built by Marcel, bets on exactly that distinction: 'l'ami Ricoré' isn't being resurrected as a retro wink but redeployed as the anchor of a new brand positioning around morning energy. The strategic move is generationally ambitious — Ricoré must simultaneously mean something to the adults who grew up with the character and feel relevant to the younger drinkers who didn't. The insight underneath the platform is sound: mornings are the one daily ritual where Ricoré has legitimate permission to play, and owning 'positive morning energy' is a defensible territory for a chicory-coffee blend that sits between coffee and comfort. What's worth watching is whether Marcel has written the character forward — given him new context, new tensions, new reasons to exist in 2025 — or simply polished the archive. The former creates a platform with years of runway. The latter is a campaign. For a brand with this level of multigenerational heritage, the character's return isn't the creative idea; it's the raw material. The idea is what he does next.