The Packaging for This E.D. Pill Always Stands Straight Upright

Sid Lee gets straight-up clever

Whoa, that's one sexy package. 

Last month, condom maker Skyn introduced Arise pills, designed to combat erectile dysfunction. And Sid Lee Paris and designer Jean-Baptiste Fastrez crafted a container that cheekily demonstrates the product's … upside.

This is not your father's pharmacy bottle. Tip it over, and … bam! It stands back up again. Time after time after time. 

"We wanted to make erectile dysfunction something you can talk about—so we looked for ways to make the subject less taboo," Sid Lee managing director Mehdi Benali tells Muse. "A playful pack seemed like the way forward. Besides, we were keen to communicate, with one single asset, everything we had to say about this product and our brand. So this made perfect sense."

Benali adds: "It was really about taking E.D. pills out of the boring pharmaceutical packs, and putting them into something that you could have on your night stand without feeling ashamed. We wanted it to be sleek, premium and sensual at the same time. We didn't want the tacky, overly colorful design, but rather something that reminds you that intimate relationships are great, even if you need a little extra help." 

Client and agency have turned in impressive performances many times before, mainly for the flagship condom brand. Efforts range from a global guide to the world's best hotels for making whoopie, to a messenger bot that analyzes the sexiness of voices, to an epic sci-fi spot about the importance of human connections in tech-obsessed world. 

For Arise, guys who fill out an online questionnaire will receive shipments once a doctor OKs the prescription. 

Each package is about 4.5 inches high. Luckily, size doesn't matter. Right? 

CREDITS

LifeStyles Global – SKYN
Chief Executive Officer: Jeyan Heper
Vice President Global Marketing: Matthew Groskorth
Global Marketing Strategy Director: Marta Toth
Global Brand Lead SKYN: Nicolas Woussen

Advertising Agency: Sid Lee Paris
Chairman & Executive Creative Director: Sylvain Thirache
President: Johan Delpuech
Creative Directors: Céline & Clément Mornet-Landa
Managing Director: Mehdi Benali
Creatives: Julien Sens, Romain Lehur
Strategist: Patrice Zamy
Account Director: Héloïse Marchal
Account Manager: Trisha Mitra
Head of Production: Thomas Laget
Producers: Marine Redon, Julia Flusin, Laurie Jeanson
Head of Digital Production: David Bismut
Digital Producers: Romain Debain, Clément Cassajus

Design
Designer: Jean-Baptiste Fastrez

Film Production
Analog studio

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.