Vying for the business are incumbent Ace/Saatchi & Saatchi, 141 Worldwide and Creative Juice, a subsidiary of TBWA\Santiago Mangada Puno. It is believed the winning agency will also be awarded other Bohringer Ingelheim brands, including Dulcolax, a laxative.
Agencies have been tasked to give Bisolvon a fresh approach beyond traditional media advertising. Bisolvon recently lost ground to Solmux, a Unilab product, which now leads the market, and Wyeth's Loviscol, the number two.
Bisolvon's demise is partly attributed to the lack of celebrities in its advertising, an approach favoured by its rivals. However, the brand is set to unveil a new global positioning early next year.