The Challenge

With a message centered on avoiding pain, the Above the Line campaign of the brand together with Manny Pacquiao did not affect sales appreciably.

The Strategy

GeiserMaclang recalibrated the communication of the brand by centering on pain as a badge of honor for hardworking Filipinos.

The Results

  • 14M+ in media values
  • 51% jump in Brand Most Used
  • 2x sales increase in two weeks
  • 3x market share against the competitor