Challenge
Ibumetin is Estonia’s most widely used pain reliever, yet competition in the painkiller category is fierce, and product claims are often similar. A long-term communication campaign was needed—one that would keep the brand strong over the years, work effectively across TV, pharmacies, and magazines simultaneously, and resonate with diverse target audiences without diluting the core message.
Solution
The campaign’s core message became “The most widely used pain reliever in Estonia”—a strong, fact-based positioning complemented by an emotional lifestyle element. Two parallel versions of the TV commercial were created: a musician version aimed at creative individuals, and a football version targeting men with active lifestyles. Both utilized the same framework: “The Estonian woman knows how to relieve pain.”
Pharmacy roll-up banners brought the same campaign visual directly to the point of purchase. Magazine advertisements conveyed the message in a longer format. Three versions were developed for digital screens over the years (2017, 2019, 2022), updating the visual style while maintaining brand consistency. The packaging design relied on the brand's blue color and clear typography.
Result
A long-term campaign cemented Ibumetin’s position as Estonia’s most widely used pain reliever across multiple channels and over the course of several years.
