“Tienes lo que necesitas” was a product-driven campaign created to launch Pharmaton Men and Pharmaton Women, expanding the brand’s existing vitamin family (Kids, 50+, Vitality).
The objective was to clearly introduce these new products and highlight their key benefits in a bold, highly visible way.
Phase 1 – Awareness
The first phase focused on building awareness around the new products and positioning them as essential additions to the Pharmaton family.
Phase 2 – Consideration
The second phase shifted toward explaining what each product is for, focusing on benefits and use cases, primarily through social media and digital formats.
As Art Director, I developed the visual concept and defined the key visuals for the campaign, ensuring that products were the central focus.
The creative approach emphasized:
Clear product hierarchy
Large, readable benefit claims
Strong visual impact for outdoor and digital formats
To extend the campaign’s reach and local relevance:
Photography with Ecuadorian models was produced based on the key visual
Collaborations with influencers across the country amplified awareness on social media
Custom packaging was designed for PR kits, reinforcing the campaign message and brand experience
Art direction and visual concept development
Design of key visuals and product-focused compositions highlighting benefits
Adaptation of visuals for:
Digital billboards (out-of-home)
Digital publications and promotions
Social media content (second phase)
Motion and animation support for digital pieces
Oversight of photography and influencer activation to maintain visual coherence
The campaign successfully launched Pharmaton Men and Women, first generating awareness through outdoor and digital channels, then guiding audiences toward consideration with benefit-driven social content. The integration of photography, influencer activations, and custom PR packaging ensured a full-funnel, locally relevant brand experience.
