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.

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.

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.