Since the start of the winter season, the new isla brand universe presents its new look with refreshing colours, incisive messages and powerful imagery. In collaboration with the creative agency WEFRA an the digital agency SIRU, Engelhard Arzneimittel has strategically repositioned the throat pastilles and upgraded the familiar ‘Take care of your throat’ campaign. ‘Enjoy the wonderful moments in life, preferably without a sore throat or a husky voice’. – isla makes sure you can. In addition to the specialist and end-consumer media in which the campaign is aired, a particular focus was set on the digital brand presence. Amongst other strategies, the www.isla.de website was upgraded and relaunched and the social media presence was expanded by an Instagram site (isla.deutschland) to enable interactive dialogue with the isla fans – and those who want to join them – and make the idea of taking care of your throat and voice come to life.
To offer effective and tolerable remedies for patients with throat and voice complaints: That is the objective successfully pursued and achieved by the isla brand for decades. To fulfil the brand’s promise and expand its presence on the market, the campaign for the long-established throat pastilles with the special extract from Iceland moss was completely realigned.
A modern look, clear differentiation and strong messages
In order to achieve the objectives defined for the domestic and international markets, an integrated campaign was developed and successfully launched this winter. The core message of the campaign: ‘Enjoy the wonderful moments in life, preferably without a sore throat or a husky voice’. New imagery was specially shot to visualise the message, and appears,among other places, in a series of advertisements addressing both specialist consumers and end-consumers. The combination of product-specific slogans, visual elements and colour ensures that the various products of the isla line can differentiated at a glance. ‘This makes it even easier to identify the specific therapeutic areas of our pastilles and choose the right product. After all, isla offers ideal solutions for a whole range of different throat and voice conditions’, is how Ann-Katrin Frank, Director Marketing at Engelhard Arzneimittel explains the aims of the new design concept. The campaign visuals show everyday situations that are familiar to everyone who sees them from their own experience. This mechanism transforms taking care of the throat and voice into a concept that everyone – from laypersons to specialists – can understand and experience.
This makes it even easier to identify the specific therapeutic areas of our pastilles and choose the right product After all, isla offers ideal solutions for a whole range of different throat and voice conditions.
Further development of the ‘take care of’ idea
We took the WEFRA advertising agency from Frankfurt and Agentur Sfrom Berlin on board In the realisation of the new campaign for the long-established brand from the Engelhard Arzneimittel portfolio, the focus was set on three specific targets: differentiation from competitors, rejuvenation of the brand and the development of new target groups. The challenges: Reinterpretation of the core brand values, more individualised addressing of target groups and simultaneously bringing the brand into line with zeitgeist demands – and all this without losing our focus on the ‘take care of’for the task of repositioning of the isla brand. concept. ‘For us, the concept of caring has always been deeply rooted in theisla philosophy. The challenge was to inject the brand with fresh, dynamic momentum, while simultaneously preserving the legacy of its roots. Our objective is therefore to inspire not only potential users in new target groups, but also the loyal users of the isla brand.’ says Frank, explaining the fundamental idea behind the realignment.
isla goes digital to reach target groups in all channels
While still present in the ‘classic’ media, the campaign now takes the long-established throat pastilles into new, digital terrain. With a view to the development of young target groups, digital marketing is an important component of 360° communication – above all for end-consumers. In this context,a key role is played by, amongst other things, content marketing, SEA/SEO strategy and multi-channel editorial planning. The www.isla.de website was also redesigned and relaunched in November 2018. Here, for example, visitors to the website can find an online magazine with fascinating information and useful tips about throat problems and their treatment. isla has also been repositioned in the social media with a view to specifically reaching the various target groups and establishing dialogue and exchange with them: For instance, fans of the popular throat pastilles can now interact with their favourite brand not only on Facebook (@isladeutschland), but also on Instagram (isla.deutschland). Curious to find out more? Then drop in and take a look around – the isla team will be delighted to see you.
Image material
© Engelhard Arzneimittel, image material is provided free of charge when used for editorial reporting with statement of sources.
Press contact
Engelhard Arzneimittel GmbH & Co. KG
Bianca Schäfermeyer / Vanessa Dorn
Herzbergstrasse 3
61138 Niederdorfelden
Germany Tel. +49 (0)6101 539 2314
v.dorn@engelhard.de
About Engelhard Arzneimittel
As one of the leading brand-name manufacturers in the OTC medicines segment, the medium-scale, family-owned and managed company Engelhard Arzneimittel above all markets products for self-medication exclusively through pharmacies. Therapeutic products and medicines for the treatment of skin disorders are among the core competencies of the company founded in 1872. Alongside isla, the Engelhard Arzneimittel portfolio also includes Prospan, Sinolpan, Tyrosur and muxan brands .