Panadol: Spongepill

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.

Results: 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.

Advertising Agency: 4 AM Saatchi & Saatchi, Guatemala
Chief Creative Officer: Miguel Mayen
Creative Director: Marco P. Ramirez
Designer: Vinicio De Leon

June 2011


Prasad Weerasekara's picture
Prasad Weerasekara
651 pencils

Clever. best DM work.

shintee's picture
2 pencils

nice! that's cute

olaoluwa's picture
36 pencils


olaoluwa's picture
36 pencils

cleverly creative

CuriousPencil's picture
4225 pencils

Interesting. The cynic in me is on 5-alarm alert: why was the brief specific to this rural niche? Is there a massive amount of wealth in this demographic? It doesn't really follow that an area where "most of the population is comprised of women from mayan descent with high levels of illiteracy" would be dripping in money, given they don't seem to have running water.

I'm not saying it's not real, just that I don't, personally, believe it's true.

Nice trick though.

niniasufle's picture
407 pencils

Interesting, and with all respect, but what would you know? In rural areas in Latin America there're people wich are capable of paying such product... Please don't be a typical "gringo" who stablish his arguments in old prejudices. Because they maintain their cultural roots, doesn't mean that they can't use/pay a headache reliever pill.

CuriousPencil's picture
4225 pencils

My apologies, and it wasn't an old prejudice, just an ignorant one.

simonsays's picture
332 pencils

At contrario of 99% of productions shown here, this DM support is really usefull, asides of being funny.

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