Against pain, without the burn.
challenge
Ketodol set out to expand its target audience with a fresh positioning in the crowded body pain market.
The challenge was to highlight the formula’s unique dual action—anti-inflammatory and gastroprotective—while staying fully compliant with pharmaceutical communication regulations.
The challenge was to highlight the formula’s unique dual action—anti-inflammatory and gastroprotective—while staying fully compliant with pharmaceutical communication regulations.
strategy
With a sharp focus on the product’s USP, we chose to highlight the “2-in-1” concept across every creative asset—even crafting a custom sound logo to reinforce it. We spoke directly to specific targets, with particular attention to those living with chronic pain—those who feel “subscribed to suffering.”
The memorable claim, “Against pain, without the burn,” was paired with a vibrant, multi-target, multi-pain campaign that portrayed potential users in a positive, colorful, and engaging way. This approach allowed us to clearly communicate the dual end-benefit of Ketodol: powerful relief and gastroprotection.
The memorable claim, “Against pain, without the burn,” was paired with a vibrant, multi-target, multi-pain campaign that portrayed potential users in a positive, colorful, and engaging way. This approach allowed us to clearly communicate the dual end-benefit of Ketodol: powerful relief and gastroprotection.
touchpoint
TV commercial
Website
In-store materials
Print campaign
Banner campaign
creativity
creativity
Discover other projects
Against pain, without the burn.
challenge
Ketodol set out to expand its target audience with a fresh positioning in the crowded body pain market.
The challenge was to highlight the formula’s unique dual action—anti-inflammatory and gastroprotective—while staying fully compliant with pharmaceutical communication regulations.
The challenge was to highlight the formula’s unique dual action—anti-inflammatory and gastroprotective—while staying fully compliant with pharmaceutical communication regulations.
strategy
Starting from an in-depth analysis of case histories, investment patterns, and media mixes of drugs that underwent regulatory reclassification—combined with targeted research on sector-specific consumer insights—we developed a distinctive strategic positioning and a year-long media plan aligned with both objectives and target audience.
A logo and packaging design that reflect the core values of Dibase are the creative cornerstones, helping engage potential users by highlighting the most common risk factors for vitamin D deficiency in healthy populations, presented through an educational lens.
touchpoint
TV Unconventional
Website
campagna digital
TV Unconventional
In-store materials
