Cold comfort

Ricola and Tetley are partnering the first time on a point-of-purchase display collaboration and contest to help Canadians feel their best this winter season.

The dual branded in-store displays are part of an effort to provide Canadians with “the perfect pairing to feel better during the colder months,” according to a release.

The clever initiative is being rolled out in Walmart stores across Canada, but it’s not likely to hit the convenience channel.

READ: Fever pitch: Are you stocked up for cough and cold season?

The displays feature Tetley's "Super Teas" (such as Immune + with Zinc and Vitamin D and Antiox with Vitamin C) and a pack of Ricola's fast-acting effective cough drops (such as Menthol Centres and Extra Strength).

In addition, in-store displays feature a QR code that consumers can scan for the chance to win a $5,000 travel gift card towards a winter escape or a destination of choice courtesy of Ricola & Tetley.

"We are delighted to partner with Tetley and offer Canadians a seamless way to soothe even the most severe winter-related coughs and sore throats," Alok Ummat, director of marketing at Ricola Canada, said in a release. "Ricola has been providing fast acting and long-lasting effective throat relief for generations, and partnering with Canada's #1 tea brand will further enhance our ability to support Canadians through the winter season."

Tetley's Super Teas are fortified with vitamins and minerals, crafted to complement an active, balanced lifestyle.

"Tetley truly cares about the well-being of Canadian's, and we are thrilled to partner with Ricola to provide Canadians with a holistic and tasty approach to winter wellness," says Joyce O'Connor, director of marketing, at Tetley. "Together, we can offer products that soothe not only the body but also the soul.”