The Challenge
The cold and flu category is highly competitive, with brands making similar claims and competing for limited consumer attention.
At the same time, new legislation enabled the reintroduction of pseudoephedrine products, creating a narrow window to relaunch Demazin.
However, the brand had not been actively promoted for years and needed to re-establish relevance quickly.
Therefore, the challenge was clear:
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relaunch a dormant brand
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stand out in a crowded category
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deliver immediate recognition and memorability
The Insight
People do not engage with complex messaging when they are sick.
They respond to what feels immediate, relatable, and real.
Instead of focusing on product features, we focused on the most universally recognised symptom of a cold:
a runny nose.
This reframed the opportunity.
If we could make the symptom the message, we could make the brand impossible to ignore.
The Strategy
We developed a behavioural brand positioning strategy based on disruption.
At its core was a simple principle:
Say what others won’t.
This led to a bold and memorable platform:
Stop the snot.
By using a raw and emotionally charged word, the campaign created an instant reaction.
As a result, the brand cut through a category filled with safe and predictable messaging.
The Creative System
We translated the strategy into a high-impact creative system.
The visual approach was deliberately simple and bold, ensuring the message carried maximum weight.
The language did the heavy lifting.
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short, direct messaging
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high-contrast visuals
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clear focus on the symptom
This ensured the campaign worked effectively across formats with limited attention, including out-of-home and retail environments.
Execution
We implemented the campaign across multiple touchpoints.
This included:
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outdoor advertising
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digital placements
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retail environments
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campaign assets and supporting materials
Each execution reinforced the same core message, ensuring consistency and memorability.
The Outcome
The campaign reintroduced Demazin with impact.
By using disruptive language and focusing on a universal symptom, we achieved strong cut-through in a highly competitive category.
The work demonstrates a simple truth:
Attention is not given.
It is taken.
