Anadin: Developing new creative ideas for an iconic brand

Anadin is a unique brand with a variety of pain-relieving products. They needed a new advertising idea that would communicate the benefits of the product, whilst resonating with the audience and standing out in a crowded category. Research was needed to explore the potential of a variety of creative platform ideas as well as to build a better understanding of attitudes towards pain-relief

We proposed a group methodology with an in-home pre-task. We suggested a slight twist on the traditional group of eight strangers by proposing that each session comprised four sets of friends instead. We felt this allowed participants to take more control and ownership of the session. It also created a more relaxed and open atmosphere. The groups were preceded by a simple pre-task where participants sent us pictures of their medicine cabinet and explained a bit about when and why they take pain killers. This gave us some in the moment behavioural insight which created a foundation for our findings

As well as giving some insight into consumer behaviour and attitudes around analgesics, we were able to share response to the different creative platform ideas, as well as a clear recommendation on which creative approach to take forward