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The task was to build brand awareness for Defrinol forte, a product that had never been advertised before yet was widely used and necessary to all of us – Defrinol forte.
Starting from the idea that Defrinol is there to help us be the greatest versions of ourselves when it matters most since it swiftly gets rid of cold symptoms and, unlike some rival products, does not make you sleepy, we created the “When it truly matters” campaign for all communication channels (TVC, radio, billboards, print ads, social networks, etc.)
In the creative concept we developed, just like in the consumer experience, Defrinol forte became the rescuer of important life moments.
Results: The campaign exceeded all expectations, driving sales up to 160% over projections and making Defrinol forte the most recognizable brand in the strongly competitive “cold & flu” medicines market.