Pharmaton is a multivitamin complex which provides, as one of its major benefits, improvement in memory. The brief asked to focus exclusively on this benefit in a direct and striking manner.

We created a personalized idea which interacts with consumers in order to make them feel the effects resulting from lack of memory. As such, we used the address label of subscribers of an important Brazilian magazine leaving out the subscriber’s last name, in this case the same person who was reading the ad. After the person’s first name would come the phrase, “Who?” making it clear that we had forgotten the subscriber’s last name. To the side of the label, there was a photo of the product with the phrase: “To improve your memory, take Pharmaton”.

The result couldn’t be better. The label was highlighted on the local press as a result of the unprecedented way of communicating a product. Additionally, for the first time, despite being the most expensive product in its category, Pharmaton achieved market leadership in sales in Brazil.