The functional food (or pharmaceutical) industry has long been dominated by dry, formulaic advertising – especially when targeting middle-aged and older consumers. Tràng Phục Linh Plus had maintained its advertising efforts for some time, but struggled to bring freshness to both the brand itself and the industry at large. At a certain point, the brand recognized the need for more innovative campaigns – to breathe new life into its communications, appeal to a broader and increasingly younger target audience, and ensure the brand image doesn’t feel outdated or old-school.
Approach
B-Rise Agency chose to take an approach that focuses on the solution and the future life the product enables, rather than solely emphasizing symptoms – which have already been heavily educated across the industry.
The big idea we propose “TRÀNG PHỤC LINH PLUS – A HAPPY GUT, EVERY MINUTE” is rooted in an insight about middle-aged and older consumers: they are at a stage in life where they deeply value joyful living, moment by moment, and don’t want it disrupted by sudden flare-ups of colitis.
Main SOW
. Thematic Key Visual Production & TVC Production
. Communication Plan
. Social Outreach
. Social Always-on Content
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