Pamol is a headache reliever product that were previously distributed by doctor's prescription. As a new launched-brand on wider market, Pamol need to build their brand image as a trusted product. SemutApi Colony market intelligence found that "cocok" factor between product and the customer belief is the significant influencer of consumer's behaviour, beside people word of mouth recommendation. Therefore, SemutApi Colony launch ‘Inspiration’ as our campaign theme with the endorser Widyawati as a senior artist who is known credible and careful, and Sonia Wibisono, celebrity that also known as a doctor.