|Product||SARIDON HEADACHE RELIEF|
|Entrant||BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES|
|Type of Entry||Product & Service |
|Category||Pharmaceuticals, Beauty Products, Cosmetics & Toiletries|
|Product/Service||SARIDON HEADACHE RELIEF |
|Entrant Company:||BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES|
|Advertising Agency:||BBDO GUERRERO/PROXIMITY PHILIPPINES Makati City, THE PHILIPPINES|
|Production Company:||REVOLVER STUDIOS Makati City, THE PHILIPPINES|
||Chief Creative Officer
|David Guerrero/Brandie Tan
||Executive Creative Director
|Gary Amante/Rey Tiempo
|Rey Tiempo/David Guerrero
|Gary Amante/Peepo David
Saridon is an anti-headache tablet that seeks to own the positioning against ‘persistent headaches’. With the local analgesics category being dominated by other giant brands, we needed a hard-hitting campaign to make the most of our modest budget. So we focused our communication and aimed it towards the working class, those who can't afford to have headaches interfering with their already physically demanding work.
The TV ad shows our market in their familiar intense work environment being attacked by their "headache-inducing double" - a representation of their repeating headache symptoms. These headaches are usually aggravated by their already tough working conditions, therefore the need for a more powerful remedy.
Silver Cannes Lion. Silver Clio. Bronzes in Adfest. And more metals and citations in local award shows. So far. But perhaps more rewarding, the campaign made a huge impact in the analgesics category: giving Saridon 77% increase in sales, growing 110% (that's three times faster than the category), and ultimately elevating our humble brand straight to number 2 in the Visayas region, next only to the giant Biogesic!