Revival of a Heritage Brand in the Digital Age

Understanding the target audience for a heritage brand

THE BRIEF

Po Chai Pills, a trusted traditional Chinese medicine, is looking to deepen its presence and capture new growth in the Malaysian market. The key objective is to build a stronger, more authentic connection with consumers, particularly by engaging the younger generation and solidifying its position for the future.

THE STRATEGY

Heritage brands are often associated with an outdated identity. We want to change this perception by increasing the brand’s relevance to the current market in a highly entertaining manner through digital engagements and interactions via a modern ‘edutainment’ direction.

With a goal to position the brand as a trusted gastrointestinal expert across generations, we curated a list of content touchpoints that combined the product’s features in a wide range of relevant topics. At the same time, we also deployed a tactical engagement strategy familiar with the Chinese audience by encouraging readers to interact and engage actively with the posts, inspiring a shared sense of belonging in our community.

RESULTS