Sigma Healthcare launches new ‘Just Ask Amcal’ brand platform via Naked Communications

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Screen Shot 2017-06-02 at 7.12.33 am.jpgTo 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.

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