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Challenge
The well-known brand Guronsan came to us with a clear challenge: to reposition the brand. Guronsan was widely associated with hangovers caused by alcohol, but the truth is that it works for all types of hangovers, not just those related to drinking. The question was simple: how could we clearly and convincingly communicate this broader benefit to consumers?
Idea
We developed a film for TV and social media in which we hear a voice speaking to us, but we don’t know who it belongs to.
That same voice describes the various behaviours that lead to different types of hangovers and how they harm it, yet we still don’t know who is speaking.
Only at the end do we reveal that the voice belongs to our liver. Because it is the liver that suffers from all these excessive behaviours.
We gave a voice to the one that has no voice, and when we finally manage to “hear” it through aches and symptoms here and there, it is already too late.
Results
We increased brand awareness in a different way while continuing to strengthen an insight we had already identified for the Guronsan brand in previous years. By refreshing its communication, we simultaneously maintained the products from this range top of mind among consumers.
More Work
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