Periset Viscosity

Periset Syrup, a strawberry-flavored antiemetic, was positioned as the fast and smooth solution in the world of syrups. This campaign was designed to creatively communicate Periset’s key USP — low viscosity — and how it enhances patient compliance, especially in pediatric and geriatric populations.

Concept & Design

Concept & Thought Process

The central idea was to gamify the concept of drug compliance by turning the medicine aisle into a racetrack. Syrups with higher viscosity slow down the process, leading to dosage transfer loss and difficulty in swallowing. Meanwhile, Periset, with its low viscosity and delightful strawberry flavor, zooms ahead, ensuring faster intake and better acceptance.

Each bottle is visually depicted on a toy car, racing toward the finish line. While competitor bottles struggle to move forward due to higher viscosity, Periset smoothly glides ahead, represented with an energetic red race car. The copy emphasizes how Periset ensures:

Minimum Transfer Loss
Ease of Swallowing
Higher Patient Compliance

The metaphorical race track not only delivers the concept in an easily relatable way but also keeps the campaign playful and memorable.

Execution

To make the campaign impactful and widely recalled across touchpoints, a comprehensive execution plan was rolled out:

Visual Aids & Posters: Clinic-facing materials highlighting the viscosity benefit through the race-track concept.
Strawberry Reminder Card Cutouts: Customized strawberry-shaped cutouts for doctors’ desks and prescription pads that reinforce flavor recall.
POSM: Counter cards and standees with the race theme, showing Periset in pole position.
Doctor Detailing Gimmicks: Car-themed pen holders or miniature race cards branded with Periset for top-of-mind recall.
Digital Assets: Social media visuals and short animated reels showcasing “Periset winning the compliance race.”

Conclusion

This campaign transforms a clinical concept into a fun, story-driven visual narrative. By showing Periset as the clear winner in the race of patient compliance, the communication successfully reinforces the syrup’s key differentiator — low viscosity and great taste. The playful execution also opens doors for future extensions into pediatric education or interactive reminders.