Duphalac

Duphalac Rebranding

Duphalac (Abbott Pharmaceuticals) is a OTC medicinal product formulated to relieve constipation. It was taken off the PBS scheme and made available over the counter. It was perceived as a tired and forgotten brand which historically relied on GP referral.
The challenge:
To develop a relaunch campaign that would drive sales at the point of purchase. In addition, to educate Pharmacists and Pharmacy assistants on the unique product benefits of Duphalac over it’s competitors.
Solution:
Hydrant presented a complete strategic framework for the relaunch of Duphalac. We redefined the target market and developed a personality (Daphane) to resonate with consumers. Hydrant implemented a sampling campaign, educational full suite of POS materials, as well as pharmacy training modules and sales tools to re-engage pharmacy assistants and remind them of the brand’s relevance. The increased brand awareness was built upon with full page ads and advertorials in Post Script and AJP.
Client:Duphalac