Heavier spending on advertising amid the Sars outbreak has propelled pharmaceutical and health care brands to the top of the recall chart at a time when other categories have sharply reduced investments in marketing.
The top recalled brand was GlaxoSmithKline's Panadol cold and flu hot remedy (95 per cent). Fortune Pharmacal's Fortolin Series and Advance Pharmaceutical's Neosed cold medicine also put in a strong showing, with a 92 and 88 per cent recall factor respectively.
Beverage brand Yakult was the second most-recalled name, with a spot highlighting the health benefits of live lactobacillus, which prevents the growth of harmful bacteria in the digestive system.
Pharmaceutical and health care brands emerged as the top spenders in March and April as the Sars outbreak intensified and Sars-hit sectors such as tourism, retail and property sharply reduced their marketing spend.
GSK pumped up its budget by 112 per cent to HK$11.6 million (US$1.5 million) in March, making it the third biggest advertiser. "Ads for flu and cold medication usually air more frequently during the winter months, but the Sars outbreak has made people more health-conscious and they could relate more with our brand," said GSK Hong Kong senior product manager Phoebe Lee.
"Fortolin was very timely in sponsoring a primetime evening programme that featured Sars and Hospital Authority executives," says ZenithOptimedia Hong Kong managing director, Alice Lam.
Linguaphone, which topped the last Hong Kong AdWatch chart (Media, April 18), slumped to fifth place, with Sars and rising unemployment sparked by the outbreak occupying consumers' minds.