With its feel better ad, Ricola shows a simple formula for soothing voices. One side of the equation pairs a colorful cough drop with a singer who has a naturally scratchy voice. When paired up, the silly equations read something like "Tom Waits + Ricola = Justin Timberlake."
Each of the print ads features a different celebrity pairing and cough drop flavor, which gets the point across well. Rather than suggesting sickness in this series of advertisements, these clever Ricola ads activate multiple senses, so that you can almost see, hear and taste what good health feels like again, especially since the voices of these celebrity singers are so well known that you can play them over inside your own head.