With the concept “Don’t let pain get in the way of your day”, the launching of the new Salonpas Pain Relief Patch was made up of 3 commercials that portray pain in a playful and fun way. Pain is represented by a symbolical character, the “Lucha Libre”, who is a masked wrestler of the Mexican sports discipline.

The launching was not only a debut for the brand’s new communication but also caused curiosity in each detail of the scenario and the characters, showing in a light and fun manner, the new product’s action against pain.