TDG Vertriebs Design & Branding MOTHERS LITTLE HELPERS - CHERRY CHOLCOLATE by Kolle Rebbe Hamburg

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Industry Chewing-Gum
Media Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Antje Hedde
Creative Director Katrin Oeding
Copywriter Lorenz Ritter, Gereon Klug, Moritz Heitmueller, Elena Baratrina Y Manns
Designer Christine Knies
Photographer Roland Liedke
Illustrator Masa Kawamura
Released April 2012

Credits & Description

Category: Illustration
Product/Service: CHEWING GUM
Account Manager: Inga Eickholt (Kolle Rebbe Gmbh/Korefe)
Executive Creative Director: Antje Hedde (Korefe)
Creative Director: Katrin Oeding (Korefe)
Art Director: Christine Knies (Korefe)
Copywriter: Gereon Klug (Korefe)
Copywriter: Lorenz Ritter (Korefe)
Copywriter: Moritz Heitmueller (Korefe)
Copywriter: Elena Baratrina Y Manns (Korefe)
Grafic Designer: Christine Knies (Korefe)
Designer: Christine Knies (Korefe)
Photographer: Roland Liedke (Roland Liedke C/O Kelly Kellerhoff)
Illustrator: Masa (Masa)
Production: Inga Eickholt (Kolle Rebbe Gmbh/Korefe)
Media placement: Store - Mutterland Store Hamburg - 02.04.2012

Describe the brief from the client
The market launch of a range of chewing gum flavours in handbag-friendly tins. The gum is solely made of natural ingredients, and the campaign should be created using the well-known phrase “Mother’s Little Helper”: relief for everyday tiredness, lethargy and stress.

Describe the challenges and key objectives
Housewives in the 1950s were well aware of “Mother’s Little Helpers”, which at the time were thought to have dubious medical effects. Now, the chewing gum’s packaging designs and clever copy play with both the promise to make a difference and the gum’s range of various flavours.

Describe how you arrived at the final design
Every one of the four tins was lovingly illustrated. The individual pseudo illness is shown using psychedelic-like retro motifs and exaggerated symbols of femininity. The colours are in line with the original tranquilizer.

Give some indication of how successful the outcome was in the market
The flavours LAZY LAVENDER (Lavender & White Peach), CHEERY CHOCOLATE (Chocolate & Mint), BALMY BASIL (Basil & Lime) und QUIRKY QUINCE (Quince & Saffron) were hot sellers within the chewing gum sector at shops shortly after their market launch.