Strategy is more than just a message

When I was a young strategist, I had the privilege of exploration by taking on briefs from various categories. What I discovered was pharma is one of the most difficult ones. Not only because regulations are so damn strict for valid reasons (see: it's human life we're dealing with here) but also because brands share molecules. Hence, they have the exact same MOA (mode-of-action).

THE PROBLEM:
How then do we build distinctiveness and preference for Kremil-S who needed to protect its leadership position in the stomach acid category in the face of more affordable generics?

Now, this is where a little bit of psychology and a whole lot of interest for people can go a long way. Our team saw the need for stomach acid sufferers to find someone they could trust because the ailment is so confusing. From multiple triggers, and shared symptoms with dyspepsia and dysmenorrhea to progression from hyperacidity to heartburn, most sufferers just didn't have the bandwidth for it.

OUR SOLUTION:
In 2015, Mr. K was born. I was lucky enough to collaborate with advertising legends in the form of my CDs who I continue to respect and whose voices I still hear in my head whenever I'm stuck on a brief until today. I was also privileged enough to be guided by a brilliant boss who let a young strategist like me to play with the wolves.

RESULTS:
It's 2023 and Mr. K is still alive, truly becoming a distinctive brand property that continues to keep Kremil-S on top as the stomach acid expert in the Philippines.