Alaxan had just launched their above the line campaign which featured Manny Pacquiao at the peak of his career. The campaign however was not appreciably impacting sales. This was due to a messaging centered on avoiding pain, which was emasculating, and led to low male pain reliever usage.
Recalibrate communications to be centered around pain as a badge of honor for hardworking Filipinos that you should wear proudly.
•14 million pesos in media values
•Jump of brand most used to 51% of users
•Double-digit increase in unit sales within two weeks
•Three times market share compared to nearest competitor
•Multi-award winning campaign