Prospan: Discover the world of cough

Prospan, a German cough syrup brand, enabled mothers in Vietnam to quickly identify their children's illnesses by analysing their coughs.

Campaign details

Brand: PROSPANLead Agency: DENTSU REDDERRegion: APAC

Strategy

Objective

Asian has belief in the effectiveness & safety of local herbs in cough treatment, which brought a big advantage to the local cough syrup brands and also made Western brands become irrelevant.

On the other hand, pharma advertisers have a common practice of building brands by triggering a sense of fear or showing too many medical facts, contributing to the consequence that pharma brands have low engagement.

PROSPAN, the German champion cough syrup who positioned their brand as the "Cough Expert", faced the challenge of...

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