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Context
Calpol isn't just for children. Adults can take it too.
Truth
Certain tastes remind us of our childhood.
Idea
Reframe the beloved medicine for adults.
Calpol packaging will be rebranded for adults.
Calpol will launch TV idents sponsoring daytime television which people tend to watch when they're ill at home.
Calpol will create adult baby grows for grown ups to wear when they're poorly,
along with recognisable cuddly toys.
Calpol
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