Contac returns to China TV after ban

<p>BEIJING: Cold medication Contac has been relaunched with a </p><p>television and PR campaign to rebuild trust in the brand less than 10 </p><p>months after China banned the drug. </p><p><BR><BR> </p><p>Tianjin SmithKline Beecham reformulated the drug without the banned </p><p>ingredient PPA as it wanted to retain the brand's edge in offering 12 </p><p>hours symptom relief. The reformulation allowed the company to continue </p><p>marketing New Contac as an OTC drug, according to Grey Beijing, which </p><p>handled advertising for the brand prior to the ban. </p><p><BR><BR> </p><p>New Contac hit the airwaves after a two-week PR blitz, involving press </p><p>events and road shows to major cities, which laid the groundwork for the </p><p>brand's return to national TV screens. </p><p><BR><BR> </p><p>In the first phase of the advertising push, Grey used Mr Contac, an icon </p><p>from previous campaigns, to deliver a message of reassurance to the </p><p>public. </p><p><BR><BR> </p><p>In the TVC, Mr Contac uses a magnifying glass to examine the packaging, </p><p>which features the Government's approval code plus details on the drug's </p><p>non-PPA formulation. </p><p><BR><BR> </p><p>"We wanted to deliver a message of trust to consumers, while keeping the </p><p>brand icon alive," said Grey Beijing general manager Josh Li. He said </p><p>the decision was also taken to retain the name because of the value </p><p>attached to it as it was China's leading OTC cold medication. </p><p><BR><BR> </p><p>Li said surveys found the brand enjoyed a strong relationship with </p><p>consumers. </p><p><BR><BR> </p><p>"Eighty per cent of consumers in surveys said they would accept the </p><p>brand being reintroduced as Contac as long as it did not include PPA," </p><p>said Li. </p><p><BR><BR> </p><p>A second and bigger advertising phase is planned to for the winter </p><p>season. </p><p><BR><BR> </p><p>The concept for the new ad burst will depend on how effective the first </p><p>phase had been, Li added. </p><p><BR><BR> </p><p>Grey's relaunch assignment initially covered crisis management after the </p><p>brand was pulled from store shelves last November. The assignment was </p><p>later expanded to revamping the website and handling PR and event </p><p>marketing as well as the new ad campaign. Trade activities aimed at </p><p>retailers and drug stores are in the pipeline and will be localised for </p><p>provinces across China, Li added. </p><p><BR><BR> </p>