Challenge
Xymelin is one of the most widely used nasal congestion remedies in Estonia, yet the nasal spray market is highly competitive, with products making similar promises. The challenge was to create a campaign that did not merely sell the product but spoke to the patient about their own experience—capturing the feeling of a blocked nose and a world that seems grey. The campaign had to function as a cohesive whole across both television and the pharmacy environment, where purchasing decisions are made in a split second.
Solution
The campaign’s central element was the evocative question, “Can you smell it?”—a simple, universal experience that captures the exact moment a patient reaches for Xymelin. In the TV commercial, this sensation served as the narrative thread, while on pharmacy digital screens, it became a concise, attention-grabbing message.
Posters, pharmacy signage, and internal communications shared the same visual language, ensuring a consistent experience across all touchpoints. A striking visual element was a red-haired woman savoring a scent—an image that was recognizable, memorable, and clearly linked to the brand.
Result
Xymelin has been the "most widely used cold remedy in Estonia for 20 years" – a positioning that the campaign conveys clearly and credibly, from TV screens to pharmacy windows.
