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.
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.