Dawanol Marketing Campaign

Dawanol Marketing Campaign.

Background

Adcock Ingram Healthcare purchased the Dawanol brand of analgesic from Dawa Limited, Kenya and has been managing and owning the brand since 1 August 2009. It is not commercialised in South Africa but sold directly to Adcock Ingram East Africa (AIEA) and to their customers, Ghana. (In SA context it is similar in composition to Comprals and Grand-Pa.)

The AIEA business currently contributes towards more than 60% of the AI exports business, while Dawanol contributes almost 10% of the Kenya sales.

Challenge

The primary objective of the campaign is to breathe new life into the Dawanol brand, while appealing provoking nostalgic feelings and behaviour. Introduce new customers to the Dawanol and its benefits.

Communication targeted at young girls and women from the age of 12yrs -25yrs (period pains). Create elements around the creative concepts, targeting the different touch points/channel-wall myriads, etc.

Marketing Tactics

Design a promotional campaign and elements aimed at improving brand awareness at the different channels made up of conventional and non-conventional elements targeted at:

Wholesaler (POS and Activation Team)
Dukas and Kiosks (POS and Activation)
Roadshow: Giveaways
Consumer: Giveaways

- In-store element with promo specific POS /store fascia artwork/giveaways/roadshow interactive (brand awareness) activities

BIG IDEA

The “big idea” of our campaign is inspired by Dawanol product benefits which include:

Functional: Safe, effective relief from mild pain and fever
Emotional: I am cared for and I have support that I can rely on.

The aim is to show the product as the hero that can help you fight mild pains and fever. Essentially, with Dawanol on hand, you have the power to take control of your life.

Result

The campaign ‘Effective Relief for Mild Pain & Fever’ reached an audience of over 500 000 users on Facebook and increased overall brand awareness across multiple channels.