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Launching into Vietnam market from 2000, ALAXAN has been in the market for over 20 years and has built its equity as an effective brand for muscle and body pain relief.
From 2022, ALAXAN want to expand its communication into headache and continuing to reinforce in body pains.
The challenge for the brand: Limited in branded content due to OTC medicine ads policy so it’s hard for brand to excite consumers. Besides, aggressive investment from strong foothold competitor as Panadol, Hapacol.
TV: achieved 38% SOV (improved 25% vs. last year) thanks to take advantage of bursting schedule (airing on off-air period of competitor). Saving 18% investment due to FOC value (free spot, PPIB…).
DIGITAL & SOCIAL: >100M Impressions reach >12.5M people 6.5M views 172K engagements 195K clicks
