Havas Media
Kremil-S ‘Maling Akala (False Assumptions)’

Defying wrong traditions through science—and humor.



THE CHALLENGE

Kremil-S is the undisputed leader in hyperacidity medication. But recent years have seen rising use of more traditional remedies—like liniment. How could Kremil-S assert its product superiority versus a cure-all loved by generations upon generations of Filipinos?

Client

Unilab – Kremil-S

Project Tags

Pharmaceutical
Paracetamol
Humor
Creative
Video

Additional Links

Kremil-S on Facebook

THE SOLUTION

Science tells us that only Kremil-S works by neutralizing stomach acid from the inside. But science alone couldn’t sell. The brand needed to educate the market by way of interests relevant to them—night life and coffe culture, passion points that also happen to induce or aggravate hyperacidity.

With a potent dose of hyper-relevant, hyper-targeted videos, Kremil-S was able to spread the truth about hyperacidity while keeping viewers engaged and even entertained.

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