Revival of a Heritage Brand in the Digital Age

Understanding the target audience for a heritage brand

THE BRIEF

A traditional Chinese medicinal product, Po Chai Pills faces the challenge of building strong brand awareness in the Malaysian market. As a result, they have been losing out significant market shares to their competitors in recent years. The objective is to engage and rekindle an authentic brand connection with consumers, particularly the younger generation.

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Heritage brands are often associated with an outdated identity.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