Balm for remedy advertising
Remedies: With two new commercials, Exxtra continues to build Perskindol's brand image.
Remedies With two new commercials, Exxtra continues to build the brand image of Perskindol Since the budget takeover in 2001 by Exxtra Kommunikation, the retail unit of the Advico Young & Rubicam Group, Perskindol has relied on humor - and hit the bull's eye. The ointment became the market leader among self-medication liniments, the level of awareness doubled and the competition was left behind. Now two new commercials are intended to raise the profile of the Perskindol brand even further with humor and honest promises of effectiveness. Not an easy undertaking. After all, Swiss advertising for therapeutic products is subject to strict guidelines. This is one of the reasons why commercials and advertisements for ointments and pills often lack creativity. Perskindol is an exception. The strictly controlled guidelines stipulate that advertising for remedies must exclusively present the preparation and its properties - a rather humorless, direct implementation is therefore customary in the industry. However, Pharma-Singer and Exxtra Kommunikation show how you can break out of the mold without getting bruised by the campaign controllers. This unusual approach for the industry should also prove to be a recipe for success in the new campaign starting this May.
Continuing in styleHumor and honesty are the key features of Perskindol advertising. The two new commercials as well as advertisements, POS posters and dispensers in the new campaign continue along the same stylish path. In addition to the multi-award-winning "Parachute" commercial for Perskindol Cool, which is effective against sprains and bruises, the other two product lines Perskindol Classic and Dolo are now also being advertised with one commercial each.
The new film for the Classic flagship product shows a man cutting down a tree, who briefly interrupts his work to apply ointment to his aching arm. Just at that moment, the tree falls onto the beautiful new boat next to his vacation home.
The film for Dolo shows an elderly mushroom picker picking some
meters away, he discovers some real gems. Tormented by the constant bending over, he rubs himself briefly
at the exact moment a satellite falls from the sky and crashes into the beautiful mushrooms.
Although not quite as macabre as in the parachute commercial, humor is also characteristic of the new films. With a smile, Exxtra wants to attract a lot of attention to the liniment for muscle and joint pain. The aim is also to communicate the specific area of application of the products. The message of both commercials is: Perskindol unfortunately only helps with joint pain and tension or with rheumatism and arthritis. The restriction that Perskindol "unfortunately only" helps with pain is "thoroughly honest", as Exxtra mischievously puts it. The commercials surprisingly underline the credibility of a brand whose products - in line with the guidelines - do not present themselves as miracle cures but as remedies.
to understand.
The films from Exxtra's creative kitchen were realized by Trigger Happy Productions in Berlin.
Unfortunately, it only helps with pain of the body and not of the soul: TV commercial images for Perskindol.
Continuing in styleHumor and honesty are the key features of Perskindol advertising. The two new commercials as well as advertisements, POS posters and dispensers in the new campaign continue along the same stylish path. In addition to the multi-award-winning "Parachute" commercial for Perskindol Cool, which is effective against sprains and bruises, the other two product lines Perskindol Classic and Dolo are now also being advertised with one commercial each.
The new film for the Classic flagship product shows a man cutting down a tree, who briefly interrupts his work to apply ointment to his aching arm. Just at that moment, the tree falls onto the beautiful new boat next to his vacation home.
The film for Dolo shows an elderly mushroom picker picking some
meters away, he discovers some real gems. Tormented by the constant bending over, he rubs himself briefly
at the exact moment a satellite falls from the sky and crashes into the beautiful mushrooms.
Although not quite as macabre as in the parachute commercial, humor is also characteristic of the new films. With a smile, Exxtra wants to attract a lot of attention to the liniment for muscle and joint pain. The aim is also to communicate the specific area of application of the products. The message of both commercials is: Perskindol unfortunately only helps with joint pain and tension or with rheumatism and arthritis. The restriction that Perskindol "unfortunately only" helps with pain is "thoroughly honest", as Exxtra mischievously puts it. The commercials surprisingly underline the credibility of a brand whose products - in line with the guidelines - do not present themselves as miracle cures but as remedies.
to understand.
The films from Exxtra's creative kitchen were realized by Trigger Happy Productions in Berlin.
Unfortunately, it only helps with pain of the body and not of the soul: TV commercial images for Perskindol.
Andreas Panzeri
