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Duphalac is a non-absorbable sugar laxative used to treat constipation by increasing bowel movements and softening stool. It is safe for the whole family, including pregnant women. The project's objective was to develop an over-the-counter (OTC) campaign for Duphalac tailored for the Portugal market. The primary focus was to position Duphalac as the top-of-mind brand for constipation relief, ensuring consumers immediately associate it with effective and gentle relief from constipation and improving quality of life.
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