Dorflex – I’ve Got It! Extraordinary Stories of Brazilians

In the challenging landscape of the healthcare and pharmaceutical market, exacerbated by the impact of COVID-19, Dorflex, the leading OTC brand in Brazil and the most beloved in its category, faced increasing competition and economic pressures with an audacious strategy. Aiming to double the brand's size in the medium term and solidify its position as a megabrand for pain treatment, Dorflex launched an innovative campaign that reinforces its commitment to Brazilians' progress, not pain. The positioning, "Go ahead and leave the pain to us," reflects the brand’s DNA, rooted in Brazilian culture, accessible and democratic.

The campaign "I’ve Got It!" celebrates the creativity and ability of Brazilians to overcome adversity. Traveling across Brazil's 8,510,000 square kilometers, Dorflex collected over 50 extraordinary stories of creativity and cleverness, highlighting five as the main assets of the campaign. These include the story of Robissom, who adapted his barber business into a mobile model during the pandemic, and Vivi, a confectioner who ventured into hyper-realistic cakes, significantly expanding her business.

Beyond standing out for its creative approach and execution, the campaign innovated by creating a complete end-to-end experience, permeating all consumer touchpoints. With over 400 customized creative assets tailored for various digital platforms such as Meta, YouTube, TikTok, and Twitch, Dorflex personalized its messages according to regional cultures and local expressions. The campaign also made a significant presence on Brazil's largest podcast platform and expanded its activities into the gaming universe with a robust strategy that included sponsoring the country’s biggest esports league.

The campaign not only reaffirmed Dorflex’s market-leading position but also strengthened brand love through a campaign that truly reflects the Brazilian spirit of innovation and resilience.