No summer cold!
Charsky studio has developed a key visual image for season ad campaign «Caught cold in the summer?» for Johnson & Johnson company. One of the main objectives of the image was to reflect the strength of HEKSORAL® throat spray composition and «Doctor Mom» ® vegetal cough pastilles like some kind of a tandem that treats possible colds during the summer period.
Today HEKSORAL® is a medicine that helps to relieve the pain and treat sore throat. It is one of the most popular in Russia and its effect is approved by millions of customers.
The «Doctor Mom» ® pastilles represent a unique combination of herbs against pain and inflammation combined with a dry cough.
One idea was chosen among many others and this idea was to turn ice cream into plain ice. This idea in particular precisely delivered the key message which was, that even in warm season there is a danger of catching cold from such innocuous things as ice cream.
Subsequently the key image was adapted for the development and production of POSM on its basis.