If I was asked what is my favorite medical brand, my top of mind answer would be Biogesic. This is because Biogesic's use "Ingat" as a clear, compelling differentiator of the brand. Before the first commercial which used this idea pattern, paracetamol was promoted as the world's safest pain reliever. Proof: even pregnant women can take it. No drowsiness. No danger of overdose. But that was a long story that only very few can relate to. Then this: The sound transition and familiarity from paracetamol, para safe was a good starting point.