Nurofen
When your head really hurts how does the world seem
The problem
How do you sell a product that you only need, and consider when you're feeling terrible?
The insight
When you have a headache your world is out of order
The idea
Apparently one of the marvels of the human brain is that, as long as the first and last letters of a word are in order, it doesn't matter what order the other letters are. The barin can recognise the word.
So we used that to make the public feel something is odd, but still able to communicate the message.
Hopefuly offering an aha moment and lodge in the memory long enough til their next supermarket shop.
