Yellow: Animal godparents for Neo Angin

Doetsch Grether's Neo Angin throat pastilles are getting a new concept: the Yellow agency has developed a new approach for the traditional brand, in which each product in the range is given a godfather in the animal world according to its properties. The new appearance will be used for communication with retailers and for promotion to the public.

Neo Angin covers several categories with different varieties for the treatment of dry mouth, difficulty swallowing to sore throat. Depending on the severity of the symptoms and the use in children, different active ingredients and dosages are offered. A variety that makes the brand a throat specialist for the whole family. This approach formed the basis for the positioning of the previous communication and consequently remains as the basic message. After analyzing the environment, however, the creative team at Yellow decided on a new story.

Clever strategies against cold and snow

Each product in the range of Neo Anginhat its decided area of application and is specialized in one task. For these properties Yellow has searched for analogies in the animal world. Since the neck is a concern mainly in the cold season, the search focused on animals that have developed clever strategies against cold and snow. The blue tit, snow hare, emperor penguin, arctic fox and polar bear are now the inspiration for the gentle to strong Neo Angin throat pastilles and the Protect and Dolo sprays. The winter-proof ambassadors are used in communication with retailers and in public advertising. There they can be seen as a team on counter displays, in shop windows, on screens at the POS and in online channels. They are also the stars of an advertising campaign running in selected trade magazines.

Responsible at Doetsch Grether: Uriel Frank (Head of Marketing), Stephanie Van de Velde (Senior Brand Manager).
Agency: Yellow (Creative Retouch: Lily Metzker).