PoChaiPills (MY)

Understanding the target audience for an old brand

THE BRIEF

A directional shift from traditional to modern

A traditional Chinese medicinal product, Po Chai Pills faces the challenge of building strong brand awareness in the Malaysian market. As a result, they have been losing out significant market shares to their competitors in recent years. The objective is to engage and re-kindle an authentic brand connection with consumers, particularly the younger generation.

INSIGHT AND STRATEGY

Position Po Chai Pills as a gastrointestinal expert on the digital front

Old brands are often associated with an outdated identity. We want to change this perception by increasing the brand’s relevance to the current market in a highly entertaining manner - through digital engagements and interactions via a modern 'edu-tainment' direction.

RESULT (Dec 2017 - June 2018)