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Sedalmerck® works quickly and effectively. In the TV commercial the yellow man knocks out his opponentStage Image

Sedalmerck® works quickly and effectively. In the TV commercial the yellow man knocks out his opponent

© EMD

Sedalmerck®

The yellow man conquers pain

2013/11/13

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Headaches are one of the things that nobody wants, but almost everyone suffers from them now and then. Because headaches can be triggered by practically anything, targeted prevention is rarely possible. That is why it is important to have painkillers like Sedalmerck that can provide relief in acute cases.

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Headaches are extremely common, so it is surprising that scientists still have not discovered their ultimate cause. This is especially true of tension headaches, which are the most frequent of the more than 250 different types of headache that are known. Unlike migraines, tension headaches occur on both sides of the head and are mostly described as causing a dull, nagging pain. Fortunately, this type of headache is easy to treat and sufferers rarely need to go to the doctor.
 
Due to the great demand for headache relief, a correspondingly broad range of over-the-counter painkillers is available. But how can manufacturers make consumers aware of their products? Sedalmerck® has mastered this challenge in a convincing and entertaining way by using TV commercials that feature a symbolic character inseparably linked to the product and its effect. The “yellow man” has long been a cult figure in Mexico. He not only appears in commercials but also mixes with people in real life. Although his neon-yellow skin doesn’t exactly make him an Adonis, women in particular are very fond of him. He is the man with the talented hands, who always appears at just the right time. Is there any man in real life who is so reliable?

„The yellow man has become a veritable icon“

Mario Escutia
Head of the Consumer Health business unit

Sedalmerck® is the “yellow man”


The effects of the product (active ingredients: paracetamol and caffeine) are obvious at the very first glance. This is demonstrated especially well by Lisa di Antonmaria di Noldo Gherardini, who is better known as “Mona Lisa.” Around 22,000 tourists stream into the Louvre every day to take photographs of this mysteriously smiling beauty in a headache-inducing flurry of camera flashes. In the commercial, all of this attention gives Mona Lisa a migraine, which causes her smile to fade.

Yet help is immediately on the way in the form of a Sedalmerck® tablet. But there is more to come: The yellow man knows where women are especially sensitive to pain, so he gently massages Mona Lisa’s temples and shoulders. All turns out well in the end, and the Italian beauty is once again seen smiling the same mysterious smile that Leonardo da Vinci painted in the early 16th century.
Just about everyone in Mexico knows the yellow Sedalmerck® man

Just about everyone in Mexico knows the yellow Sedalmerck® man

© EMD

The dual effect of Sedalmerck®


Headaches are not just annoying — they also impair their sufferers’ ability to perform their daily tasks. The yellow man from Sedalmerck® provides targeted help against both problems. “Ever since the advertising campaign began, the yellow man has not only fought against pain but also helped people go about their daily tasks as usual,” explains General Manager Mario Escutia from Mexico.

“The yellow man symbolizes the tablet and the benefits provided by its use.” These benefits are also available to children aged 14 and older. The product’s message has met with a great response. “The yellow man has become a veritable icon,” says Escutia. This fact is also taken into account in the new commercials, which show the yellow man combating a brawny luchador. A luchador is a man who engages in lucha libre, or freestyle wrestling, which is extremely popular in Mexico and epitomizes the yellow man’s new role as a tough fighter.

The commercial shows the yellow man wrestling his masked opponent to the floor with just a few moves, sending the message that Sedalmerck® cures headaches quickly and effectively. Although the next opponent has not yet been selected, it is already clear that he will not stand a chance against the yellow man.
  • Mario Escutia, General Manager at EMD in Mexico
  • Mario Escutia, General Manager at EMD in Mexico
    © EMD

    Last but not least: Products against colds and fever

    2013/11/13

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    Painkillers are the most popular Sedalmerck® products (95 percent of the tablets sold are for treating low-level pain, and four percent are for intense pain), but the brand also includes effective drugs for combating colds/flu and fever. In Mexico, sales of these products rose by 10.4 percent in 2012, compared to the previous year. Because flu-like infections are widespread all over the world, everyone is familiar with the typical symptoms: Your nose runs, your head and limbs ache, and you simply feel awful. Although you would prefer to just stay in bed, in many cases that is not possible.

    However, nobody has to suffer unnecessarily, because the brand also offers an effective means of treating such complaints: Sedalmerck® FLU. This drug is presented to Mexican television viewers by an assistant in blue who has a supply of extra-soft paper tissues ready for sufferers’ runny noses. Sedalmerck® FLU is approved for children aged six and older.
     
    The brand also provides relief to the youngest patients. Children suffer from fever more frequently than adults, and it is often not possible to determine the cause right away. Well-tolerated drops (Sedalmerck® Infantil) can at least help parents and children get some restful sleep at night. In many cases, the fever is gone again in the morning and the little sufferer is as cheerful as ever. When that happens, even anxious mothers brighten up again.
     
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