Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

Fortune adopts new remedy for health marketing

share on

After several failed attempts at getting consumers to recall product lines, Fortune Pharmacal is taking a different approach to marketing two new products.From 9 December the company will launch a TV commercial using humor and heritage to promote two new products: “Health Star Granules” and “Appetising Granules” under its Good Fortune, kids product line.Created by Metta Communication, the 20 second commercial titled “Ng’s family”, aims to highlight two main functions of the newly launched products, sleeping and digestion, and is blending humor and old Hong Kong flavor to entertain audiences.https://www.youtube.com/watch?v=9VhqEgDsp1wThe campaign spans across print, social media activations and on TVB Pearl Time Check.“As our company manages a wide range of product lines, second line products tend to easily be forgotten by consumers. It is hard for them to recall our second line products name. This type of comical commercial is the new way of adoption,” said Teresa Poon, sales and marketing manager of Fortune Pharmacal.“We’ve tried several remedies for the problem such as repeating our product names over and over in the commercial, trying to implant the names into audiences’ mind. But the market environment is changed and consumer no longer want to be brainwashed. Adopting a playful and leisure approach in our marketing plans is crucial to cater to nowadays audiences’ interest,” she added.Media buying of the campaign was handled in-house.[gallery link="file" ids="29559,29558,29557,29560,29561,29562"]  

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window