Wal Nut

Breakthrough Campaigns

Client : GlaxoSmithKline

Brand : Iodex


Iodex is a balm that helps alleviate backaches. The brief was to raise awareness about Iodex and position the brand as a ‘Backache Specialist’.


Little people helped shoppers overcome their limitations that bother them frequently. Leaflets were distributed to promote that aid was close at hand. Shoppers suffering from backaches welcomed the assistance offered by the Iodex team to reach for things from the lower shelves.


This activity drew a lot of attention and generated a great deal of hype. Shoppers took to the message instantly. Pharmacies at the supermarkets saw a 15% boost in Iodex sales for the month of November.