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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
How could we show that Guronsan doesn’t have to be synonymous with a medicine for curing alcohol hangovers?
There are many different types of hangovers: hangovers caused by excessive fatty food, tobacco, medication, and more. And Guronsan helps cleanse the liver in all of them.
Through a TV spot, we quickly showcased these benefits with the slogan “Not all hangovers are born from alcohol,” highlighting everything Guronsan brings to consumers and once and for all breaking the myth that taking Guronsan is synonymous with a night of drinking and partying.
Results
We increased brand awareness with a powerful insight.
Opening the minds of our consumers in order for them to buy the product not only when they need to recover from an alcohol hangover but all types of different hangovers that exist in this stressful world.
More Work
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