Australia – Global pharmaceutical company iNova Pharmaceuticals in Australia has partnered with advertising agency Clemenger BBDO Sydney to launch a new campaign for its liquid cough syrup brand DURO-TUSS.
iNova Pharmaceuticals distributes a wide range of market-leading medicines and consumer healthcare products, with a strong focus on cough, cold, and flu. The DURO-TUSS Lingering Cough Liquid and Immune Support is a new category first product which is targeted to helping consumers find a solution to this common and often irritating problem.
In a brief comic, BBDO personifies ‘lingering cough’. Titled, ‘Duro-Tuss Lingering Cough Hero’, the campaign is a series of 6-second bumpers where ‘lingering cough’ does things to ‘irritate’ the female protagonist who is trying to keep her ‘peace’ and do yoga.
Andrew Jenkin, iNova’s managing director, shared that in a highly cluttered and seasonal category, it was important that people got the message out in a clear and memorable way.
“We’d like to thank the team at Clems for creating a campaign we believe will be effective both this year and beyond,” said Jenkin.
Meanwhile, Darren Wright, the executive creative director, commented, “A cough is a pain at the best of times, but a lingering one that hangs around even when you’re feeling better, that’s just annoying. We wanted to bring that feeling to life with a bit of humor.”
In July this year, iNova Pharmaceuticals has also launched a campaign for its brand ‘Difflam’ in Singapore and Malaysia, alongside creative agency The Teeth.