Drewell: Nemuren ("Sleeplessness") News

Adam Weiss

Campaign details

Brand owner: SSP Co. Ltd
Agencies: McCann Health Communications/McCann Worldgroup
Brand: Drewell
Country: Japan
Channels used: Events and experiential, Internet - search, Mobile and apps, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Public relations, Radio, Social media
Media budget: 1 - 3 million

Executive summary

Although SSP held the majority of the Japanese sleep medication market, recent years have seen this market share shrink dramatically, with the overall market contracting dramatically as well. To protect share for Drewell, SSP's flagship sleep medication, we needed to take a radically new approach.

In Japan, insomnia is a stigmatised condition. Unlike in western countries, where insomnia is considered a nuisance, in Japan it is considered a sign of personal mental weakness. This makes the marketing of over-the-counter sleep medications particularly challenging.