Ricola Print Unwrap by Jung Von Matt/Alster Hamburg

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Print, Magazine & Newspaper
Market Germany
Agency Jung Von Matt/Alster Hamburg
Creative Director Martin Strutz
Art Director Johannes Riffelmacher
Copywriter Hannah Haeffner
Designer Lars Jakschik, Karina Riehle
Producer Micha Kühn
Photographer Reinhard Hunger, Klaus Merz
Illustrator Julien Canavezes
Released December 2011

Awards

London International Awards 2012
Package Design Pharmaceuticals Gold Winner

Credits & Description

Category: ii. Core FMCG
Advertiser: RICOLA
Product/Service: RICOLA HERBAL DROPS
Agency: JUNG von MATT
Chief Creative Officer: Götz Ulmer (Jung Von Matt)
Chief Creative Officer: Fabian Frese (Jung Von Matt)
Chief Creative Officer: Thimoteus Wagner (Jung Von Matt)
Creative Director: Martin Strutz (Jung Von Matt)
Art Director: Johannes Riffelmacher (Jung Von Matt)
Copywriter: Hannah Haeffner (Jung Von Matt)
Designer: Lars Jakschik (Jung Von Matt)
Designer: Karina Riehle (Jung Von Matt)
Account Manager: Alexa Heinzelmann (Jung Von Matt)
Account Manager: Helena Kraas (Jung Von Matt)
Photographer: Reinhard Hunger
Photographer: Klaus Merz
Illustrator: Julien Canavezes
Artbuyer: Marjorie Jorrot (Jung Von Matt)
Producer: Micha Kühn (Jung Von Matt)
CGI Studio: The Scope
CGI Artist: Matthias Christen
Media placement: Ricola cough drops - Süßwarenmesse in Köln - 28th till 31st of January

Describe the brief from the client
The task was to visualise and to draw attention to the soothing effect of Ricola herb drops in a simple and striking manner. This should be done without having to resort to a broad classical campaign.

Describe the challenges and key objectives
Our key objective was to make people experience the effect of Ricola herb drops for real instead of only telling them about it. We wanted to create a true Ricola moment that people would remember and talk about. A special challenge was to emphasise the little known fact that Ricola is not just any throat drop, but the favourite bonbon of the stars: celebrity singers such as Madonna, Christina Aguilera and Placido Domingo rely on its power.

Describe how you arrived at the final design
Arriving at the final design was a gradual process. We first came up with the key idea: to use the Ricola herb drop itself to visualise its effect. We had simply observed that the twisted part of the wrapping paper closely resembled a constricted throat that you ‘relieve’ when unwrapping the drop. Thus, we created a special edition, turning every drop into the head of a singer. For this edition, we developed different characters, thereby paying special attention to the variety of facial expressions.

Give some indication of how successful the outcome was in the market
The special edition we created was, in a first step, distributed on fairs and exhibitions focusing on sweets as well as before and after concerts. The response the promotional teams experienced was extraordinarily positive. People had lots of fun discovering the effect of Ricola, and the different characters included in each bag. This makes it likely that the special edition will be brought into stores soon.