Having the privilege of being a household name in Singapore for generations, Po Chai Pills was stuck being known as the go-to diarrhoea remedy, when in reality it can be used to treat so much more.

The younger generation already knows, from those who came before, that Po Chai Pills can save their favourite pair of trousers from an embarrassingly brown mishap, but the client needed to get the word out that these little black pebbles had been used to help with a much wider variety of digestive discomfort.

But there was one big problem.

As Po Chai Pills is not an officially prescribed drug, nor a medically-proven treatment with all the bells and whistles of the proper certifications, we needed to attract the attention of social media users and deliver our message all while avoiding the use of any medical terminology, jargon, and even the words “stomach”, “pain”, “treat” or “cure”.