Saridon: Persistent Headaches

Bayer's Saridon was a small, relatively unknown brand of painkiller in the Filipino analgesics market, where its 3% share was dwarfed by two large competitors.

Saridon: Persistent Headaches

Agency: BBDO Guerrero Proximity PhilippinesClient: Bayer Philippines, Inc.Product: Saridon

Objectives

The Philippines' analgesics market is dominated by Biogesic and Medicol, two brands manufactured by the largest pharmaceutical company in the country. Enter Bayer's Saridon, a small, relatively unknown brand with a tiny 3% market share, who would soon become their biggest threat.

With the objective of increasing sales in the Visayas and Mindanao regions of the Philippines, Saridon made waves through a simple but highly relevant campaign that appealed specifically to the regional market's sensibilities, playing on a poignant understanding of the...

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