Alaxan FR, the most widely used and trusted pain reliever in the market from United Laboratories, Inc. (Unilab) won the Silver Trophy for Most Effective New Product Introduction for Alaxan FR in the 1st Marketing Communications Effectiveness Awards (MCEA).

MCEA recognizes the efficacy and relevance of marketing communications campaigns while promoting excellence, nobility and social responsibility. It is organized by the University of Asia and the Pacific (UA&P), in association with the Marketing Opinion Research Society of the Philippines (MORES) and BusinessWorld.

The Alaxan FR campaign, which ran during the second semester of 2003, was awarded for its highly recalled “monster-morphing” faces in its television commercials to illustrate the consumer truth that “Kapag masakit ang katawan, sumusungit” (The person becomes ill-tempered when the body aches). The campaign sought to make Filipinos realize that the effect of body pain goes beyond the physical and affect the people around them.

JimenezBasic Advertising is the agency that created the Alaxan FR campaign.

In photo are Unilab Corporate Vice President for Consumer Health Jun Vivar (fourth from left) receives the Alaxan FR Silver Trophy from JimenezBasic Group Creative Director Bingbong Infante. With them are (from left) JimenezBasic Sr. Executive Officer Matec Villanueva, Unilab Product Manager Mark Go-Alcantara, JimenezBasic Account Director Karol Fadri and Unilab Category Head Josel Garcia.