Naldecon is one of the best-known anti-flu remedies in Brazil, but it is not so well known in the headache category. To change this we chose a strategy aimed at doctors, pharmacists and opinion leaders involving a nice gift: a sand-filled door stopper with a toy-art-style face printed on it which was clearly related to the product.

Thousands of stoppers were given away as gifts to opinion leaders. Hundreds of people from the general public, upon seeing the stoppers in use in doors of drugstores and doctors’ surgeries, asked for one to take home. There was an increase in share of mind and sales rose considerably in the regions where this action took place during the period of publicity.