Singapore-based Protocol launches ‘ChillPills’ mints in self promotional exercise

Singapore-based social media agency Protocol has launched branded mints called ChillPills.

A tongue-in-cheek press release from the agency cited a study based on the sample size of one and said: “100% of the workforce suffer from workplace-related frustrations. ChillPills is a way of saying ‘I feel you’ and ‘feel better’ all at once. The cure lies in the belief that laughter truly is the best medicine.”

The ChillPills include dosage instructions, a tin of mints and a personalised leave certificate.

Speaking to Mumbrella, Protocol managing director Kelvin Kao said: “We use this as a conversation starter for upcoming pitches and client meetings.

“I have to admit in dramatising it a little on-site by: telling the client to “take a chill pill,” then watching their reaction as we unveil the mint box; sharing with them the diagnosis (mostly a randomised phobia of some sort for instance fear of paper or papyrophobia) and writing and stamping the ‘medical leave’ real-time, issuing it out for 100 plus days of rest per person in some cases.”

“We’re still dispatching them progressively (and personally) to the clients but so far the ones we have given have absolutely loved it, finding it creative and amusing.

While ChillPills are available on request from the agency, the general public will have to convince the ‘ChillBot’ on Protocol’s Facebook Messenger. Kao said: “Right now the public can only get a set if they chat with our ChillBot and if we deem them chill enough. We’ve received closed to 40 plus enquiries so far over the weekend since launching on Friday and have given out two sets so far (we’re looking to give out a set a day for the next 30 days).

Speaking about the project, he said: “We’ve all been in a situation where you want to tell someone to take a chill pill. Now you can literally – and this is the right use of ‘literally’ – offer them ChillPills.” 

Protocol packaging designer Astrid Ana Jansen added: ”We wanted ChillPills to look and feel like a legitimate, medical-grade cure to all the aches and woes of work. Even if they are just mints.”


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