PHARMATON

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THE CHALLENGE

The brand had successfully executed a "Life-Chargers" campaign that created buzz and positioned the brand well among target audience. How do we take the brand to the next level and elevate its positioning whilst generating even greater engagement with potential consumers?

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THE STRATEGY

Elevate the brand positioning further by converting Life-Chargers into "Life-Changers“ campaign – a call for Filipinos charged with energy to impact others; a movement where success is measured by the number of people you are able to positively impact as a result of the energy and passion of your endeavor.

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THE RESULTS

•Brand communication started to shift up the benefit ladder and relying less on product attributes and more on consumer benefits and emotions
•Positively engaged a wider community and attracting over 50 project entries that promised to impact Filipinos lives charged with energy and passion
•11 million pesos in media values and 180 thousand in impressions within the first 3 months
•Appeared in major publications including broadsheets, online portals, and glossies

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