Our target was everyone that can have a headache and is able to buy our product in drugstores.

Healthcare advertising is not the most simple thing to do in Brazil. They have lots of policies which makes the thinking a lot more difficult. But the headache medicine market is very competitive. And our product, Anador, had to stand out. We could not end up with a serious and boring campaign because we would not impact our target with it. So, we found a way to communicate the product's healing power differently.