Panadol: SPONGEPILL by 4am Saatchi & Saatchi Guatemala for Panadol

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Panadol: SPONGEPILL

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Industry Health & Pharmaceutical Products
Media Promo & PR
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Creative Director Marco P. Ramirez
Designer Vinicio De Leon
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Ambient Media: Small Scale Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser/Client: GLAXOSMITHKLINE
Product/Service: PAIN RELIEF
Entrant Company: 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
Advertising Agency: 4 AM SAATCHI & SAATCHI Guatemala, GUATEMALA
Chief Creative Officer: Miguel Mayen (4 AM / Saatchi & Saatchi)
Creative Director: Marco P. Ramirez (4 AM / Saatchi & Saatchi)
Designer: Vinicio De Leon (4 AM / Saatchi & Saatchi)
Results and Effectiveness:
The sales of Panadol Ultra increased by 45% in the targeted rural areas, becoming the only brand that has been able to conquer a market that until then had been impossible to penetrate.
Creative Execution:
We made a visual representation of the benefit. We found a medium that would feel natural to them, something habitual in their daily lives; carrying things on their head. That’s why we created a sponge in the shape of a Panadol Ultra pill, which they could use as a cushion and help them reduce the discomfort and headaches that this habit generates. This was not only for their personal benefit, but also these women became walking ads for Panadol Ultra.
Insights, Strategy and the Idea:
The objective was to position Panadol Ultra in rural areas of Guatemala, where most of the population is comprised of women from Mayan descent with high levels of illiteracy, as the brand that eliminates headaches. The insight was simple: we needed to figure out a way to communicate with an audience who couldn't read or write, and at the same time we had to promote the brand.