# Soothing Polar Campaigns Halls' Medicine Marketing Offers 'Animal Thereapy' with a Polar Bear By Laura McQuarrie | Published 2015-04-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/medicine-marketing References: [japantrends](http://www.japantrends.com/halls-delivery-bear-service/) & [hallsdeliverybearservice](https://hallsdeliverybearservice.com/) 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](https://www.trendhunter.com/trends/boss-2). The cough drop campaign is called the Delivery Bear Service, which provides the chance for the public to [hug a replica bear](https://www.trendhunter.com/trends/heartwarming-hugs) 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](https://www.trendhunter.com/trends/a-real-boost) 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." ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 42% | Activity: 38% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### 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 ## Related on Trend Hunter - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Cartoon-Bear Gift Box Pop-Ups](https://www.trendhunter.com/trends/orange-marmalade-fragrance.md) - [Polar Bear-supporting Collections](https://www.trendhunter.com/trends/keep-it-wild.md) - [Comforting Fabric Softener Branding](https://www.trendhunter.com/trends/snuggle-rebrand.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Aromatic Winter Scarves](https://www.trendhunter.com/trends/ricola-capsule.md) - [Swimming Lesson Snack Promotions](https://www.trendhunter.com/trends/bear-fruit-snacks.md) - [Expressive Plush Toys](https://www.trendhunter.com/trends/mood-bears-sainsburys.md)