A wise marketing strategy can’t be entirely mechanical. Yes, doing your homework is involved. Getting a good plan in place is essential – but don’t ignore your gut. Intuition is key, and when you think something isn’t right, is a little off, you have to go with it. Common sense isn’t that common.
International functional beverage, food, vitamin and supplement store Liquid Nutrition has named 3H Communications as its branding and marketing agency. 3H started its assignment by redesigning the Liquid Nutrition website. The agency will also implement all of Liquid Nutrition’s: branding initiatives (in-store, consumer brochures, menu boards, point-of-sale), advertising (transit shelter campaign (currently in the Montreal Marketplace), couponing) and franchise initiatives (B2B advertising campaign (online and print) as well as all collateral).
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For effective pharmaceutical advertising you need to take off the lab coat. It might be intuitive to assume that regulation stomps creation, but structure can also be viewed as a firm jumping-off point. You need to colour within the guidelines.
There were two specific hurdles ahead of us at 3H when we partnered with global brand Johnson & Johnson to develop “Point it out”, a campaign for acne care product RETIN-A MICRO®: 1) Create a campaign that would speak to young adults while promoting a new OTC (over-the-counter) product, and 2) adhere to the strict guidelines of PAAB (Pharmaceutical Advertising Advisory Board).
This campaign also achieved duality, speaking with authority while welcoming the attention of the target (young adults) with its contemporary approach. Our creative had to be crisp and efficient, so we made every element informative – pairing strong headline messaging with a striking visual that instantly communicated the product’s benefits.
Use clear messaging; use bold creative.
