Halls' latest medicine marketing campaign in Asia takes care to leverage two major parts of its product: the soothing cool sensation of menthol and the cuteness of its polar bear mascot. The cough drop campaign is called the Delivery Bear Service, which provides the chance for the public to hug a replica bear in order to make them feel happier. One person who participates in the service will even get the chance to call the bear their own at the end of it. The soothing marketing campaign is specifically targeting young women and children, in celebration of Halls releasing two new products in the Japanese market.
Halls' Delivery Bear Service is a follow-up to the mysterious LALASH campaign last year, which involved a woman leading what seemed to be a real polar bear through the streets of Shibuya—rearrange the letters of "LALASH" and it spells out "Halls."
Key Themes Behind This Trend
- Animal Assisted Therapy
- Marketing campaigns using animal therapy to promote healthcare products
- Emotional Marketing
- Incorporating cute animal mascots to increase brand appeal and customer emotional connection
- Experiential Marketing
- Providing unique and memorable experiences for customers to increase brand awareness and loyalty
Where This Applies
- Pharmaceutical Industry
- Opportunities for healthcare companies to incorporate animal therapy and emotional marketing in drug promotion
- Advertising Industry
- Opportunities for advertising agencies to explore experiential marketing with pop-up events and mascots
- Toy Industry
- Opportunities for toy companies to create and sell replica animal mascots for marketing campaigns
