A Daring Makeover for a Legendary Brand
Eu Yan Sang is a century-old brand that specialises in traditional Chinese medicine. Their 'Gold Label Bak Foong Pills' series has always been favourably reviewed. Eu Yan Sang, to adjust to the current market, decided to release a new product line for young women. Yet in recent years the Bak Foong series are encountering an ageing issue, which means there is a lack of awareness of the product and its benefits. Ztory designed a campaign for the brand, involving a series of commercials and a short film, in order to help the Bak Foong products fit into the young female market.
Client
- Eu Yan Sang
What We Did
- Brand Positioning
- Slogan
- OOH
- TVC
- Social Media Campaign
Ztory investigated the market of Chinese herbal supplements for women and tried to find out why consumers purchase the Bak Foong series. Analytics show that there are quite a number of similar products in the market. The Bak Foong series, compared to other brands, covers a wider age range and caters to different needs. At the same time, the research team also acknowledged that many women who have cold uterus issues tend to have some supplements handy for well-being and health.
Brand Repositioning
Ztory rebrands Eu Yan Sang as 'The Life-long Health Consultant' considering the label’s wide spectrum of clients. The message of 'Bak Foong builds a healthy uterus'. Promotional activities and special offers, both online and offline, encourage female consumers to start using Bak Foong products from a young age.
Eu Yan Sang has successfully repositioned itself and secured its place in the market through a brand new marketing campaign which promotes its products among young women. Ztory believes that if a brand keeps reviewing the needs of their target audience and is able to undergo timely makeovers, it will remain competitive.
