Dolalgial
From instant relief to emotional leadership
LABORATORIOS STADA
Context and Challenge
STADA Laboratories acquired Dolalgial in 2022 with a clear goal:
to transform it into a leading brand in pain treatment.
Dolalgial was already synonymous with speed and efficacy. Its active ingredient, Lysine Clonixinate, works in just 5 minutes.
But in a category dominated by functional promises, efficacy alone was not enough to lead.
The challenge was not just to grow sales, but to activate the brand as a business lever, boosting sell-in and sell-out, strengthening its presence in key areas like Catalonia, and expanding its impact in Madrid and Andalusia.
The strategic idea
Pain isn't just physical. It's also emotional.
It doesn't feel the same depending on the moment, the context, or the perception of the person experiencing it. It can be mild, moderate, intense… or much more than that.
This idea allowed us to shift the conversation from mere effectiveness to a more meaningful territory: not just relieving pain but connecting with how it's experienced.
From there, Dolalgial stopped speaking only of speed and began to understand the patient.
The concept
We crafted a creative concept capable of sustaining a 360º campaign and repositioning Dolalgial as a leader in its category.
A brand that:
· Understands pain in all its dimensions
· Provides a fast and effective solution
· Emotionally connects with those who suffer With “There are moments that hurt” we do not only talk about relief.
We talk about empathy + solution.
The Breakthrough
We designed a comprehensive activation system, combining a physical presence with a tailored digital strategy:
OFF Activation
Presence in pharmacies through displays, stoppers, shelf talkers, and informational materials, boosting visibility and recommendations at the point of sale.
ON Activation
Digital strategy crafted by communities and territories, tailoring messages and creatives to local culture:
· Optimized website
· Digital campaign with creatives personalized by community
· Activations on Google and Meta to maximize reach, relevance, and conversion
The entire system worked with one single goal: to shift from competing on efficiency to leading through relevance.
Results
The strategy confirmed the brand's position shift:
· Double-digit growth in sales
· +11% in accumulated sell-out
· +688,000 impressions
· 42,000 clicks
· 3.09% CTR on Google Ads
· 8.19% CTR on Meta
Dolalgial stopped competing in the category.
It started leading it.
Impact
The brand secured a distinctive positioning by combining:
· Therapeutic power
· Emotional understanding of pain
· Solid presence at the point of sale and in the digital environment.
Dolalgial is no longer just about speed and effectiveness.
It is a relevant, empathetic, and preferred brand.
