Nin Jiom Pei Pa Koa has been in the market for generations – it has a trusted heritage and a soild reputation as a reliable health supplement. However, as time moved forward, the brand needed to stay relevant with the younger consumers who are not necessarily particular about heritage and reputation when it comes to pharmaceutical brands.

Our objective? Make the Nin Jiom brand stick to the fickle minds of the younger, Gen Y consumers.

We explored various design and illustration styles for the campaign – we wanted them to be unique, edgy and quirky to bring out the idea’s dark humour and to appeal to today’s design conscious youngsters. The illustrations were drawn on the insides of the Nin packaging to allude to the fact that the best remedy for coughs can be found inside a Nin Jiom.

The uniqueness and quirkiness of the idea and illustrations created buzz and word-of-mouth. Many recalled the Nin Jiom Pei Pa Koa brand and were moved by the campaign’s dark humour.