Sigma Healthcare Launches New 'Just Ask Amcal' Brand Platform via Naked
To celebrate its 80th Birthday, Sigma Healthcare has relaunched the Amcal brand with the help of Naked Communications.
The much anticipated launch positions Amcal as the community's best known pharmacy for patient care, by focusing on the expert advice Amcal pharmacists provide to all Australians. The work has involved an overhaul of the brand's visual identity, a new advertising campaign, refreshed in-store experience and several product and service innovations currently in development.
The much anticipated launch positions Amcal as the community's best known pharmacy for patient care, by focusing on the expert advice Amcal pharmacists provide to all Australians. The work has involved an overhaul of the brand's visual identity, a new advertising campaign, refreshed in-store experience and several product and service innovations currently in development.
Says Craig Adams, strategy director, Naked: "Just Ask Amcal is so much more than a smart line; it's a simple yet powerful idea that's going to redefine the way that people experience the Amcal brand from head to toe. With action at its heart, the platform further empowers the brand's pharmacists to engage with those in need of some helpful, healthy advice."
Says Jon Burden, executive creative director, Naked: "At a time when consumers are understandably getting confused about whether pharmacies only exist to sell discount perfume, the Just Ask Amcal platform brings the focus back to what a trusted professional the local Amcal pharmacist is. For our advertising work we used the current madness of people seeking advice from 'Dr Google' and elsewhere to highlight how speaking to an expert is really the only way to get good health advice."
The launch campaign is now live across TV, radio, catalogue and in-store. On TV the brand 30 second spot is supported by a range of 15 second product spots.
Says Sarah Pizzey, general manager marketing and merchandise at Sigma Healthcare: "This campaign represents the first steps we are taking to move the Amcal brand forward and take a lead in redefining the role that pharmacists play in people's lives. While people's experience of the pharmacy category has never been more varied and in many cases poor, Amcal continues to represent accessible professional healthcare, so the Just Ask Amcal work gives people a simple reminder of where to go if you want good advice from a medically trained professional and great customer service."
Sigma Healthcare
Sarah Pizzey - General Manager, Merchandise & Marketing
Ashley Thompson - Marketing Manager
Jaymie Fennell - Advertising Manager
Sarah Harrington - Retail Campaign Manager
Agency: Naked
Craig Adams - Strategy Director
Jon Burden - Executive Creative Director
Damian Sloane - Art Director
Tim Collins - Copywriter
Adam Grant - Copywriter
Alita McMenamin - Head of Account Management
David Shekleton - Senior Account Director
Brigitte Dagg - Senior Account Manager
Blake Dawson - Account Executive
Honae MacNeill - Agency Producer
Production Company: Brilliant Films
Steve Back - Director
Stephanie Ceccaldi - Producer
Says Jon Burden, executive creative director, Naked: "At a time when consumers are understandably getting confused about whether pharmacies only exist to sell discount perfume, the Just Ask Amcal platform brings the focus back to what a trusted professional the local Amcal pharmacist is. For our advertising work we used the current madness of people seeking advice from 'Dr Google' and elsewhere to highlight how speaking to an expert is really the only way to get good health advice."
The launch campaign is now live across TV, radio, catalogue and in-store. On TV the brand 30 second spot is supported by a range of 15 second product spots.
Says Sarah Pizzey, general manager marketing and merchandise at Sigma Healthcare: "This campaign represents the first steps we are taking to move the Amcal brand forward and take a lead in redefining the role that pharmacists play in people's lives. While people's experience of the pharmacy category has never been more varied and in many cases poor, Amcal continues to represent accessible professional healthcare, so the Just Ask Amcal work gives people a simple reminder of where to go if you want good advice from a medically trained professional and great customer service."
Sigma Healthcare
Sarah Pizzey - General Manager, Merchandise & Marketing
Ashley Thompson - Marketing Manager
Jaymie Fennell - Advertising Manager
Sarah Harrington - Retail Campaign Manager
Agency: Naked
Craig Adams - Strategy Director
Jon Burden - Executive Creative Director
Damian Sloane - Art Director
Tim Collins - Copywriter
Adam Grant - Copywriter
Alita McMenamin - Head of Account Management
David Shekleton - Senior Account Director
Brigitte Dagg - Senior Account Manager
Blake Dawson - Account Executive
Honae MacNeill - Agency Producer
Production Company: Brilliant Films
Steve Back - Director
Stephanie Ceccaldi - Producer
