Robb In, Pain Out

PZ Cussons was looking to reinvent one of its oldest properties, Robb, a brand which had soothed generations of Nigerians. How do we remind people about the timeless qualities of Nigeria’s foremost relief from aches, pain and flu in a way that didn’t scream dated but instead showed heritage? We did it with the Robb In Pain Out campaign, which was led by super popular influencer Broda Shaggi in a series of humorous shorts that brought the use of the product to life. The jingle for the campaign pushed the messaging even further on radio, showing how veteran brands can still be timeless.