Tuesday, November 17th 2009
In Philippines, Pfizer relies on IN agency AB Communications for Terramycin

AB Communications recently launched this ad for 2 products from Pfizer Phils.,Inc: Terramycin wound wash and Terramycin ointment.
It was born of the agency's insight on a consumer habit: mothers use a cotton bud to apply ointments on their children's wounds. The other end of the cotton bud is left unused. Therefore we found a way to communicate them the message to use first one end of the bud to apply Terramycin wound wash, and the other end, to apply the ointment.
This communication strategy enables us to not only dramatize the importance of a two-step caring procedure for wounds (and therefore to stop the current habit of mothers who stop at just disinfecting the wound and do not apply medicinal ointment), but also to highlight the two different functions of Terramycin: First the wound wash is for surface cleansing and disinfecting, and second, the ointment is for deep down treatment and healing.
Visit AB COMMUNICATIONS IN webpage