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 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.

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.

The promotion was relevant because it targeted a very specific audience with a very tailored product solution; a sponge in the shape of a pill that would decrease the discomfort and headaches caused by the traditional habit of carrying things on their heads. At the same time we realised that in such a matriarchal society, women played a big role in the household and thus make purchasing decisions; so they become a perfect target. This was not only for their personal benefit, but also these women became walking ads for Panadol Ultra.