Nicholas Hall’s Closing Speech at 4th Asia Pacific Conference

Nicholas Hall’s 4th Asia-Pacific Conference has just taken place in Singapore, which included the APAC Consumer Healthcare Awards, an opportunity to recognise innovation in Asia-Pacific’s OTC industry that produced the following winners:

Asia-Pacific Creativity in Consumer Healthcare Award

Panadol 1st

Systane 2nd

Bactidol 3rd

Worldwide Digital in Consumer Healthcare Award

Insto 1st

OBH 2nd

APAC New Product of the Year in Consumer Healthcare Award 

Scotts DHA Gummies 1st

Dimetapp Ultra Plus 2nd

As Nicholas Hall made clear in his closing speech, which you can watch in full above, the high number of companies supporting their awards entries with passionate case studies was an encouraging sign in an OTC industry currently undergoing huge disruption. Some of the uncertainty is emanating from the renewed focus on M&A activity.

Nicholas Hall pointed to the uncertain future ahead of us, arguing that there are now no guaranteed business models for OTC companies. That said, he believes that brands will survive, as long as marketers and product managers “feed and water them” and also convey real emotional benefits to consumers.

Though the OTC industry is currently experiencing poor rates of growth across the world – with the exception of some markets like Vietnam – Nicholas Hall remains positive for the future, insisting on the need for OTC marketers to constantly refresh their portfolios, while also engaging more with the digital world. Now more than ever, the global OTC industry is desperate for continuity and innovation.

Following on from the Asia-Pacific Consumer Healthcare Awards Ceremony at our Singapore Conference, we now look ahead to our 2018 European Marketing Awards! Click here for more details on the awards for which you can enter. With entries closing on 1st February, please contact jennifer.odonnell@NicholasHall.com to find out about entry criteria or to book your place at the conference now!

Live life to the max… with OTCs

A recent CVS pharmacy survey has shown that over a quarter of Americans who get a flu shot every year or are planning to get one this year (60% of all respondents) cited the possibility of missing out on important life events such as birthdays and family gatherings as the reason for doing so.

While recent high unemployment in Southern Europe has led many cold & flu marketers to underline the importance of not skipping work through illness, not missing out on the good times and living life to the max is just as consistent a theme in European OTC ads as in the US.

Nicholas Hall’s Worldwide Marketing Award Winner way back in 2012 was Reckitt Benckiser, for its Don’t Lose A Day campaign backing Lemsip, Strepsils and Meltus brands, which highlighted the enjoyment of everyday activities unabated by cold & flu, from Tuesday dance classes to Friday night dates.

More recently, RB backed its Lemsip Cough Max entry with UK ads showing a mountain climber unable to make it to the summit owing cough, only to be boosted to the top with the aid of the Lemsip remedy.

Ricola used a slightly more surreal angle on the theme with its global Chrüterchraft (literally “the power of herbs”) campaign last year – also shown in the US – featuring naked ramblers and Nordic opera singers to emphasise Ricola’s ability to refresh, soothe, liberate and inspire.

Bayer’s more low-key TV ads for Aspirin Complex in 2014 leant on a Forsa survey showing that most Germans preferred to stay in bed when suffering from cold & flu, with the ads featuring a man miserably wandering around town in a duvet, featuring the tagline, “Live life to the full despite cold”.

Might CVS’ campaign prompt cold & flu marketers to focus their creativity more on individual “life events” rather than everyday ones? Or to further highlight the efficacy and relative convenience of tablets, syrups and lozenges as opposed to CVS syringes?

If you’ve launched an advertising campaign from 1st February 2015 or are planning to launch one before 31st January 2016, you could be up for a Nicholas Hall Marketing Award, which reward innovation and creativity throughout the consumer healthcare industry. For details on how to enter, contact jennifer.odonnell@NicholasHall.com.

For a full review of recent A+P campaigns for cold & flu brands in leading markets, why not pick up a copy of our Cough, Cold & Allergy report? Contact nino.hunter@NicholasHall.com for details on content & pricing.

Cure the January Blues with Nicholas Hall’s Events

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In the events team, we haven’t had time to think about the January blues; the awful weather or that payday seems to be further away than normal! I guess your wondering why? Well… I’m pleased to say it’s all down the constant flow of bookings to our OTC Conference & Action Workshop! With the host of guest speakers that will be presenting on innovation within the Consumer Healthcare, making this event a must attend. For more information on the guest speakers and their topics please see our brochure. There are still some great savings to be had and clearly our delegates are taking full advantage of them – and rightly so!! If you’re planning on attend any event this April, then make it this prestigious one, book early and make a saving!!

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