Make consumers consider picking up a pack of Dequadin Lozenges at the point of purchase, instead of their usual choice - Strepsils, the market leader.

The key was simplicity. With one simple colour and one simple shape (the triangle), we dramatised one simple human truth - we often abuse our throats through the course of our lives. By making a bright coloured triangle an intrinsic part of the design, each of these posters stood out at pharmacies. Thus, attracting consumers to Dequadin’s advertising message. And up close, interesting scenarios of ‘throat abuse’ kept consumers glued.

This series of posters have contributed to the overall campaign’s success of gaining 30% market share.