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.
Key Themes Behind This Trend
- Multisensory Advertising
- Exploring advertising that activates multiple senses for stronger emotional impact
- Celebrity Pairing Campaigns
- Using well-known figures to highlight the benefits of products or services
- Creative Mathematical Messaging
- Using simple equations and formulas to convey brand messaging in an engaging way
Where This Applies
- Pharmaceuticals
- Exploring new ways to market medication that are more engaging and less stigmatizing
- Food and Beverage
- Using multisensory experiences to enhance customer enjoyment and association with products
- Entertainment
- Partnering with brands to create engaging and memorable advertising campaigns utilizing celebrity talent
