– Idea –
A month after we rejected to pitch, the CEO came to us sharing that many other agencies trying to differentiate the brand with other with different types of message, but seem like there is nothing really stands out in his opinion.
“Well because they are treating your brand like a FMCG brand with competition and to help you stand out, you always try to differentiate yourself (adding new nutrition, new packaging…). But in such new industry where no one out there making any voice yet, it’s a chance to get to the very core of the industry. In this case – the end benefit/the promise that a pharmacy can deliver to its consumers. And owning that core benefit will be an awareness bomb that putting your brand in the game. Later on, you can add whatever differentiation you like” – That’s how we won the pitch without pitching.