Brief Explanation

The pain relief patch market has been polarized into two sectors: specialized patches for joint inflammation (dominated by market leader Ketotop) and the rest. However, as Ketotop expanded into the other sector, it was imperative that Sinsin Patch RX take actions to secure its market share. With Sinsin Patch RX’s unique dual effect of cooling (Mentha-Oil, L-Menthol) and heating (Vanillyl-Nonylamide), we aimed to transform consumer perceptions by reshaping the polarized market. We first reclassified pain into five categories: joint, shoulder, muscle, low back, and articular neuralgia. Next, we set the scene to a tennis court filled with loud grunts. The twist here was that these grunts were coming from the audience suffering from articular neuralgia, NOT the tennis players. Such an eye-catching, innovative synopsis emphasized RX’s differentiation. Finally, as Koreans say “ah” instead of “ouch” and pronounce “RX” as “ah-rex,” we employed wordplay in our slogan “Ah! calls for RX.”