Created by local agency Jimenez Basic, the campaign calls on the talents of local offbeat comedians Ariel Villasanta and Maverick Relova with a 30-second TV spot and two further 15-second versions.
Reggie David, group account director at Jimenez Basic, said: “The brand wants to own nasal decongestion. To elevate it to a higher plane, the campaign introduces the idea that nasal decongestion can impair senses such as hearing, taste and smell.”
In one spot, Villasanta sprays too much deodorant on himself. In another, Relova adds endless sugar to his coffee. In the final spot, Villasanta presents Relova with a roast turkey whose aroma and taste Relova cannot appreciate. The slogan reads: ‘Decongest with Decolgen’.
The comic scenarios dramatise the idea that smell and taste are affected by a clogged nose. “A serious message need not be told in a serious way,” said David. “Freshness is key where there is media clutter. There are cold remedy brands that spend more heavily on media. Executional cut-through is a must.”
The campaign, by Mon and Abby Jimenez, Ricky Gonzales and Don Sevilla, and directed by Mark Querubin, will also run on billboards and in merchandising.
Decolgen is second to market leader Neozep, also owned by Unilab, in the Philippines’ cold remedy market. It was introduced in the early 1970s as a prescription medication and became an over-the-counter product in the 1980s.