Creativity

Lakerol: Too Odd to Describe

Back in its Diesel days, the work of KesselsKramer was frequently too odd to describe, and now the Amsterdam agency has a campaign with that very tag — though the print isn't all that strange, nor is the product, though it does come

Published on May 15, 2007

Editor's Pick

Back in its Diesel days, the work of KesselsKramer was frequently too odd to describe, and now the Amsterdam agency has a campaign with that very tag — though the print isn't all that strange, nor is the product, though it does come in a rather bizarre cactus flavor. According to the Läkerol website, the breath lozenge, or whatever it is, was created "in 1909 by visionary Swedish entrepreneur Adolf Ahlgren. In the beginning, Läkerol was a pastille made from gum arabic, menthol and liquorice. Very quickly, however, it evolved into the popular lozenge with the mild freshness and the big range of flavors."

Nevertheless, Läkerol confusion is rife. Part of a multimedia campaign seen in Hong Kong and select European countries, these ads, art directed and illustrated by Christian Borstlap (ChristianBorstlap.com), play on the fact that the taste of the product, whatever the name of the flavor, "is almost impossible to describe," he says. As one of the ads puts it, "It's not a candy, and it's not a mint"; rather, "it's something in between."

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About

Credits

Date
May 15, 2007
Art Director:
Christian Borstlap
Copywriter:
Tyler Whisnand
Illustrator:
Christian Borstlap
Strategy:
Chris Barrett
Strategy:
Matthijs de Jongh
Print Production:
Marla Ulrich
Client:
Lakerol
Agency:
KesselsKramer

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