DORMIDINA

DORMIDINA

Dormidina has been Spain’s leading sleep-aid pill for more than 30 years.

When we began working with the brand, we discovered that although Dormidina had not actively used its original symbol — the sheep — the audience still strongly associated the brand with this animal. Twenty years later, we brought the sheep back and modernized it, turning it into the brand’s voice. We gave it life, and it became a complete success — so much so that the same TV spot has remained on air for almost 10 years.

We also expanded the flock, creating different sheep for each SKU in the product line, building a highly recognizable and memorable icon that we leveraged across all media: from physical POS materials to the most digital formats like social media.

For every key date, we also created materials designed both to surprise our followers and to keep a direct relationship alive with pharmacists, the most important customer for any laboratory.

(Developed while at VML)