Anador, the once upon a time leader in pain medicine category, aimed to regain territory by changing its positioning from a solution against general body pains, to a solution against headaches only, without changing its formula of packaging.
Quite a challenge, no? Yes, we love those.
The solution came in the shape of a new and miraculous, (albeit fictitious), product launch to challenge Anador's yet-inexistant claim to the top.
By focusing on dethroning Anador - a brand that wasn’t even a competitor in the headache medicine sub-category - we generated a very strong artificial association between Anador and a solution for headaches.
We saw the sales of Anador doubling after the launch of the integrated campaign, proving that good comedy, and a big dose of guts, (pardon: brains), can solve a difficult branding challenge.