When it comes to brand building in self-care…we need to think outside the category…outside of our comfort zones. Curating eye-catching ads peppered with product benefits, not to mention the typical before/after shot… just isn’t good enough anymore. Effective brand building means breaking through the clutter, catching people’s attention. We need to form trust and resonance. We have a big responsibility in self-care…we have the power to put people in the driving seat of their health. By understanding what their body & mind needs, people can feel empowered to act on it with the right products at the right time. Creativity and breakthrough brand building gives us the platform to make this happen. It was great to speak with The Drum on how we are doing just that and embedding Crazy Elevated Creativity across Sanofi Consumer Healthcare. 👇
Who says pharma advertising has to be dull? Sanofi, the consumer health company behind brands like Buscopan, Allevia and Dulcolax won its first-ever Cannes Lion last year. As part of The Drum’s Health and Pharma focus week, we spoke to chief growth officer Alberto Hernandez about his seven-point plan that brought creativity into the organization. https://lnkd.in/ePYfNFdU #marketing #advertising #pharma
Eduardo Tavares
2mo
Love this campaign!
Maria Verastegui
2mo
This is the way.
Shawnn Raby
2mo
I have ideas for a lifetime! Make it mean something.
Creative Direction / B2B, B2C / Marketing Storyteller/ Experential/Creative Strategist. I help businesses find their marketing problem.
2moAlberto Hernandez While the ad definitely does not talk about the product benefit upfront, a cool arresting visual isn’t going to do its job in the health category. The product benefit is not aspirational but functional- something that the consumer is quickly wanting you to tell him for his problem. And lastly, cool advertising never ever made brand building. It only got awards for creatives. It killed brands majorly.