Have a sore throat? Can’t swallow without wincing? Hard to talk, much less sing? The packaging of Ricola Herbal Throat Lozenges understands. The Ricola Music Edition product wrappers, created by Hamburg-based ad agency Jung von Matt, with illustrations by Julian Canaveses, features distressed singers who represent different styles of music, from pop and opera to rap and rock ‘n roll. It’s possible to recognize Luciano Pavarotti and Elvis Presley, but not sure about the others. The tagline “Unwrap Your Voice” implies quick relief. No need to read the small print about what soothing ingredients are inside. One look at the pictures tells consumers that Ricola knows what a sore throat feels like and that relief is just a twist away.
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How do you convince consumers that your tequila is authentically Mexican and not an Americanized version of what the South of the Border drink is all about? Skip the piñatas, the sombreros and all the hokey souvenir-type imagery for starters.
For the reintroduction of its product in the United States after an absence of several years, Espolon Tequila wrapped its brand in the rich traditions, history, festivities and artistic style of the Mexican culture. Spearheaded by Landor, the rebranding program was inspired by the engravings of renowned 19th century artist Jose Guadalupe Posada, whose skeleton people are best associated with the Dia de los Muertos (Day of the Dead) celebrations. Finely drawn illustrations by Steven Noble pay homage to Posada’s style and incorporate iconography reflecting the legends and lore of Mexico.
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