The huge 3D billboard was a dramatic break from the conservative approach of ads in the medicines-for-colds category. Humour is also rarely used as a tool for breaking a health taboo and on a serious health message, so these elements combined created a major impact in the category.

Touching on a raw nerve while using humour sparked huge media interest in the campaign. This generated over NT$5m (US$152k) in publicity and a public debate on how colds and flu are treated. Offtake growth for Panadol Cold Extra reached 68% on the same period the year before.