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Brand awareness is crucial for products like cold and flu remedies that people only want to buy on the few days they're sick. A simple print ad by Publicis, Sao Paulo, Brazil, shows a round jar of Procter & Gamble Co.'s Vick's VapoRub (spelled "Vick" in Portuguese) propping open a window next to the single word: "breathe." Art director: Jack Ronc. Copywriter: Aricio Fortes.
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