Global Pharma Marketing Leaders 2015 Summit
Global Pharma Marketing Leaders 2015 Summit | September 21-22, 2015 | Berlin, Germany

Tuesday, July 07, 2015

Social Media Uncovers Need for "BALLm" - Rebranding of Vagisil for Men's Itchy Balls!

Infegy is a company that claims to have cloud-based technologies that can transform "huge volumes of [social media] commentary into valuable consumer insights."

To prove how valuable these insights can be, the company is published a report that offers several "quick snapshots of various use cases that can be leveraged for the pharmaceutical and personal care industries."

One case study involves Vagisil, which gives women relief from vaginal discomfort and itching due mainly to yeast infections.

While performing a brand reputation audit of Vagisil, an Infegy analyst found that more men were talking about the product online than women. According to the report, "the majority of these male commentators were referencing Vagisil when doling out insults."

OK. Obviously, that's not very helpful if you are looking to social media for ideas about line extensions. However, the analysis also found "subsections" of social media conversations about a topic that Infegy believes uncovers an opportunity to rebrand Vagisil for men: Itchy balls!

Friday, June 26, 2015

Palio Ignited a ISIS-style Disruptive - Some Might Say Destructive - Full Page Ad in PE Mag

Click on image for enlarged view
I still get the print version of Pharmaceutical Executive magazine. These days the mag is much thinner than in its glory years - only 60 pages, counting the front and back covers. At least 25% of those pages are full-page ads and another 8 are sponsored content.

A couple of full-page ads captured my attention, which I suppose mean that they were successful. One was the Palio Ignited ad shown here.

It glorifies the agency's "rebel" nature by using the image of a Molotov Cocktail. Instead of an ordinary bottle, the explosive device uses an erlenmeyer flask - didn't think I knew that, huh? - to symbolize, I suppose, scientific research.

The agency calls this "beautifully disruptive," but the symbolism conjures up in my mind images of destruction (e.g., ISIS).

Is being disruptive destructive or is it creative? Obviously, Palio wants you to believe the latter; i.e., that they have "revolutionary ideas."

If they wanted to convey better the notion of disruption, they should, IMHO, have emulated the type of full-page ad used by Saint Joseph University.

How so?

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