Daewoong Pharmaceutical also introduced its YouTube character Armi, a bear character designed to deliver health information in an engaging and fun manner to YouTube subscribers. (Image provided by Daewoong-Pharmaceutical)
SEOUL, Feb. 11 (Korea Bizwire) –The pharmaceutical sector is making a strategic shift towards character marketing, breaking away from its traditionally rigid image to appeal to a broader demographic, including the younger generation.
Historically, character marketing in the pharmaceutical industry was primarily limited to children’s medications. However, recent trends indicate an expansion towards engaging younger adults and the general public.
For instance, Dong-A Pharmaceutical’s dermatocosmetic brand, Fation, recently launched a special edition set in collaboration with the popular ‘Powerpuff Girls’ characters.
The set includes Fation’s Noscarna Nine Trouble Serum & Spot Patch and Nosca9 Trouble Mark Ampoule & Serum, accompanied by Powerpuff Girls-themed pouches, post-its, and pens.
A spokesperson from Dong-A Pharmaceutical mentioned, “Pharmaceutical companies typically carry a stiff and static image, but utilizing character and merchandise marketing can make us more relatable to the MZ generation.”
Daewoong Pharmaceutical also introduced its YouTube character Armi, a bear character designed to deliver health information in an engaging and fun manner to YouTube subscribers.
Armi dons an orange cape, resonating with Daewoong Pharmaceutical’s brand color, aiming to create a bond with the younger, character-universe-loving MZ generation audience.
Samjin Pharmaceutical is incorporating a rabbit character named Benny, created by artist Koo Kyung-sun, in the marketing of its healthcare brand WisiHealthy. Benny, drawn by Koo who is deaf, represents a desire for others to listen more, a sentiment that aligns with WisiRabbit’s aim of wishing for customers’ health.
Dong-A Pharmaceutical’s dermatocosmetic brand, Fation, recently launched a special edition set in collaboration with the popular ‘Powerpuff Girls’ characters. (Image provided by Dong-A Pharmaceuticals
Recently, the company participated in the Seoul Lantern Festival, showcasing a WisiRabbit sculpture and offering themed merchandise as part of a promotional event.
The use of characters is not just limited to collaborations with famous ones but also includes proprietary characters developed by the companies themselves.
For instance, Dong-A Pharmaceutical employs its own characters for children’s Gargle products, as well as Pandi the panda for children’s cold medicine Champ and digestive medicine Benachio Kids.
Taeguk Pharmaceutical has even incorporated the widely beloved Baby Shark character into its newly launched children’s nasal treatment, Metarivin Solution, tapping into the character’s immense popularity to attract young users.
Ashley Song (ashley@koreabizwire.com)
