This packaging was used for a Ricola Herbal Cough Drop ad campaign in Germany, sometime around 2012-2013. The campaign’s concept was “Unwrap Your Voice,” and it was created by the German agency, Jung Von Matt. The campaign was also a three-way collaborative effort between Jung Von Matt, the Scope Digital Studio, and illustrator Julien Canavezes.

The illustrations were really the highlight of this ad campaign. They’re fun, whimsical, and witty! They make you want to “unwrap” these cough drops, so you can see the whole illustration. Looking at his other illustrations, it seems that he uses a similar visual approach in all of his illustrations. They have a certain lifelike aspect to them, and yet, at the same time, they have an unconventional quality as well. His illustrations brightened up the idea of eating a cough drop for a sore throat. I find it amazing that he did all of these “faces” in Illustrator. Each of these “faces” asked the consumer to do one thing, “Unwrap [Our] Voice.”

It sucks that this ad campaign didn’t run in the US. It’s a really different approach to cough drop packaging, and is especially different to Ricola’s packaging here. I buy Ricola cough drops. If this packaging was used in the US a few years ago, I would have just bought them regardless having a sore throat. But they didn’t use this packaging here, and I just have the plain, boring packaging. Ugh! They would have attracted so many different audiences here because of the fact that these “faces” have hilarious expressions on them. I guess we’ll never know how consumers here would have reacted to them.

Source: https://ifitshipitshere.blogspot.com/2013/06/ricolas-unwrap-your-voice-packaging-ad.html

Check out the other illustrations of Julien Canavezes here: https://www.behance.net/toyzmachin

You can check out his website, but it’s all in French 🙂