Levotuss - Bus Handle

Objective: Viatris, a global pharmaceutical company, wanted a film to promote Levotuss, a syrup for dry cough in the Portuguese market.

Target Audience: The target audience is local consumers of the Portuguese market.

Brand Challenges: The challenge was to bring a distinct association of Levotuss with dry cough viz a vi the other brands available in the market and the brands available for the treatment of productive cough which were ignorantly being used for dry cough.

Challenges Overcome: Thorny cactus characterizing dry cough was able to bring about the much-needed association of distress and dry cough. The scarves wrapped around the throats of the patients further added to the association.

Creative Solution: The agency conceived the idea of characterizing dry cough as a thorny cactus. It is depicted as an animated character creating trouble in the film where a young girl and her father encounters the hurdle of dry cough while recording a Tik Tok video.

In the Print Campaign, ‘Cactus’ is depicted in the form of objects that are worn around the neck like a scarf in the shape of thorny cactus, or a bow wrapped around the throat of the patient made of cactus, highlights the issue of dry cough and brings in a resonance with distress in an impactful manner. These Key Visuals were extended into print collaterals such as posters, shelf stickers, stoppers and the like, pictorially using a creative element to highlight the predicament of dry cough.

The OOH Campaign pushed the envelope even further where there were branded Bus Handles. The handles were given a texture of cacti so that when people hold it they notice of it as it has a rough texture and at the same time take notice of the campaign.

Outcomes: The client appreciated the agency’s efforts in terms of creativity and execution in all mediums. The campaign boosted brand recall for Levotuss amongst commuters and passengers, in a creative and striking manner resulting in growth of the brand in the market.