Female-oriented A+P dominates Nicholas Hall’s APAC Awards

CHC Insight’s Senior Editor, Nicola Allan, summarises the Creative Marketing Award winners from last week’s Nicholas Hall’s APAC e-Conference:

  • Winner: Kalbe Consumer Health’s Mixagrip in Indonesia

The growth-driving campaign for Indonesia’s No.1 OTC systemic cold & flu remedy was centred around the idea that work and family pressures, climate issues and the pandemic make the “sandwich generation” tired and susceptible to illness but they cannot afford to miss a day of work. This led to the #AntiSkipHari (“No Skip Days”) initiative, which began with TV ads for Mixagrip and was expanded – in collaboration with creative company Ideacultura – with a digital video that recognises the pressure of daily responsibilities, plus offline marketing including posters on commuter trains and murals created by local artists. Kalbe’s goals were to help consumers avoid having to take time off work through illness, dispel the belief that cough & cold remedies cause drowsiness and fight back in a competitive category where rival brands focus only on TV and digital marketing

  • 2nd place: ZP Therapeutics campaign for Physiogel in the Philippines

In 2020, a year of reset and self-care owing to the onset of Covid-19, ZP Therapeutics revived Physiogel following a hiatus from the spotlight. A digital campaign shared the message that only Physiogel contains BioMimic Technology to strengthen sensitive skin and make it soft, which led to the concept of “Strength in Softness”, a celebration of the gentle strength that women possess. From this, the Physiogel sisterhood (SiS) emerged including Strong Skin Stories sessions on Facebook Live featuring influencers and skin care experts. In 2022, the campaign was expanded with the SiS Days Out programme, where women who donated empty skin care bottles to be recycled were given tickets to free Physiogel wellness & pampering events. These strategies led to consumer reach far exceeding expectations and an above-average brand engagement rate

  • 3rd place: Sanofi’s Ostelin in Australia

Australia’s dominant vitamin D brand was supported by “Ostelin Project Strong”, a campaign based on the idea that “Strong isn’t what a woman does. It’s who we are”. Sanofi partnered with visual media company Getty Images to showcase hundreds of photos of women that show a broad interpretation of women’s strength with the aim of enticing the younger generation and encouraging them to think about bone health without disenchanting the core 55+ target audience. Ostelin Project Strong, which boosted brand sales and share, also partnered with the 100 Women charity to support its mission of empowering women in various aspects of life

Nicholas Hall Writes: The Awards were of a very high standard and since we added the 5-minute case studies from companies showcasing their campaigns, the number and quality of entries have increased every year. We shortlisted four entries for online voting by delegates, not including the Special Award winner, Bayer China’s Canesten. The three campaigns shown above were worthy winners, but I’m going to give a special shout-out to a non-winner, Sanofi Korea’s Dulcolax for “K-Poop Star”. The case study showed a 360° campaign that attempts to break the taboo of constipation. Sadly we weren’t shown Dulcolax’s Tik Tok digital ads, which are some of the best I’ve ever seen, and absolutely in line with K-Pop culture as a way of reaching a younger target audience. Turning K-Pop into K-Poop is just brilliant.

Put your campaigns in the spotlight when you enter for our CHC Marketing Awards, to be presented during Nicholas Hall’s 33rd European CHC Conference in London on 19-21 April. For more information on entry criteria, or to book your place at this conference and save with the early bird booking discount, please contact elizabeth.bernos@NicholasHall.com.

Asia OTC investment in Middle East & Africa

In last week’s blog, we looked at rising Chinese investment in Africa, specifically in the area of pharmaceuticals, and this week our focus is on Indian & SE Asian OTC marketers expanding their operations across the Middle East & Africa. Here we summarise some of the key developments that form this growing trend over the past 6-9 months.

In July 2017, it was reported that a number of Indian pharma companies, including Dr Reddy’s and Lupin, were planing to expand operations in Africa. While Lupin is focused on opportunities in South Africa, following the establishment of a new regulatory authority (SAPHRA) in the country in mid-2017, Dr Reddy’s is targeting an expanded presence in French-speaking countries in Africa, which are markets where Indian generic companies have traditionally been underrepresented.

OTC development by Indian marketers in Africa will not be limited to generics, however. In summer 2017, Emami announced that it is evaluating setting up manufacturing units in international markets to meet growing demand for its brands. The marketer also revealed that it is expanding into Nigeria and Ghana via product launches.

More recently, in January 2018, Strides Arcolab agreed – via its wholly-owned subsidiary Strides Shasun – to acquire a 55% stake in South African-based Trinity Pharma for R55mn (US$4.5mn). Strides Shasun MD, Shashank Sinha, said: “This … provides further impetus to our ‘In Africa for Africa’ strategy as it fast tracks Strides’ presence in the lucrative and high entry barrier market of South Africa. With this acquisition, we are now present in East, West and South Africa, covering all the key markets in Sub-Saharan Africa.”

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Strides Arcolab’s wide presence in Africa

As for Southeast Asian marketers, Indonesian OTC company Dexa Medica launched a brand called Stimuno in Nigeria in November 2017. Formulated with Phyllanthus niruri extract 50mg, Stimuno is a herbal & natural immune stimulant available in packs of 10 capsules. Dexa Medica is already one of Nigeria’s Top 5 OTC marketers, thanks to the success of its systemic analgesic brand Boska, and the company decided to leverage this brand equity by launching Stimuno at an event in Lagos called Pain-Free Day. Boska Brand Executive, Tunde Ojedokun, said that Stimuno is recommended for everyone, both healthy and unhealthy, for the total maintenance of the body system.

In February 2018, Indonesian drugmaker Kalbe Farma announced it is eyeing expansion across the Middle East, as well as Sri Lanka. Following a positive response to test-marketing of its packaged coconut water in the Middle East, Kalbe is now considering launching a range of nutritional products across the region. With local sales still sluggish, Kalbe’s new President Director Vidjongtius is focusing on new markets to broaden the company’s reach beyond Southeast Asia. 

OTC DASHBOARD remains your best port of call for the latest consumer healthcare trends in the Middle East & Africa. In the coming months, we will be updating our reports on 11 countries across the region, including Nigeria and South Africa.