You're not so tough you won't need your Mummy

For years, doctors prescribed pain relief according to the 'pain ladder'. Your pain was either mild, moderate or severe. What you got depended on which rung your doctor thought you were on. Solpadol encouraged a different approach. For the otherwise fit and healthy, pain was like an alien visitation, with an impact possibly out of all proportion to the pain. It needed to be got rid of - fast. This was what Solpadol was particularly good at. This insight, and the multi-award winning campaign, revived a flagging brand, and turned it into a brand leader.