03 / PACKAGING
Vicks Cough Drops Jar
Stopping power and closing power at the outlet
CLIENT: P&G
THE OPPORTUNITY
Let the pack carry the relief before the drop does.
Vicks is bought at the pan shop, at arm's length, in a wall of look-alike jars. The brand's promise -smooth, soothing, easy to swallow - lives only in the graphics, while the container itself is a generic cylinder that says nothing and hides in the crowd.
Move brand meaning from the label into the form.
A silhouette drawn from the lozenge itself, soft-cornered and triangular, with a slanting cap that releases in a third of a turn. Reaching, opening and taking a drop become one smooth motion - the gulp of ease the product is bought for, rehearsed in the hand at the moment of purchase.
