BRAND STRATEGY
With Dorflex we did something braver. We identified that informal workers in Brazil, people without paid leave but also people by nature with boundless energy who never stop, were living with pain and not taking enough rest to recover. So, in addition to having a claim about how well the product works, what we did was pay those workers to take a day off. The science behind the product didn’ t change one bit. The efficacy claims stayed exactly the same. What changed was the storytelling … from“ here’ s what our product does” to“ here’ s how deeply we understand your life and can help”. That’ s it. Same rigour, radically different connection. And it didn’ t just win awards. It demonstrated an empathy that no efficacy claim could ever manufacture and delivered real business results, helping us grow our presence in the category, engage millions of consumers and build stronger connections with our audience. This is what I mean by FMCH. Dorflex asked: what does our audience in Brazil actually need, in order to be helped? We met them, where they were, with a concept that resonated. It’ s that“ Challenger Mindset” we have embedded across our brands that allows us to rip up the traditional healthcare marketing playbook and operate like leading creative brands outside our sector. We benchmark not with our peers, but with the best in creativity – whether that’ s in sports, beauty, tech or culture.
Keep the science exactly as rigorous as it is. Then do the additional work of finding the cultural truth that makes people care
Alberto Hernandez Chief Growth Officer Opella
How can campaigns such as this evolve to combat widespread misinformation? We are living through an epidemic of information without understanding. Think about it. People no longer necessarily begin their health journey with a doctor. They begin with TikTok, Reddit, Google, AI and social feeds. The information is everywhere. The understanding? Not so much. What this has resulted in is four in five people globally don’ t feel confident making health decisions. Two in three leave treatable symptoms untreated. Here’ s my honest take.
90 November 2026