Hansaplast returns to DDB after Indon review

DDB, which handled the Hansaplast range for eight years until 2002, had lost the account to TBWA. "One of the big reasons Hansaplast is back with DDB is because of our familiarity and knowledge of the brand. Our passion for the brand was highly appreciated by the client," said David Wibowo, managing director of DDB Indonesia. "The fact that DDB has a proven record in growing Hansaplast from infancy to a strong number one in the category in the past worked strongly in (our) favour." DDB's task will be to regain and strengthen Hansaplast's market domination, which is under threat from local and international competitors. In addition, the agency has been tasked with extending the brand positioning from wound care to healthcare in general. Hansaplast was the first non-medicinal plaster in the market to offer protection against wounds and minor injuries. Ongoing development has enabled the brand to launch a number of innovations, including Hansaplast Elastic in 1932, Hansaplast Waterproof in 1953 and children's plasters in 1968.