If I was asked what is my favorite medical brand, my top of mind answer would be Biogesic. This is because Biogesic’s use “Ingat” as a clear, compelling differentiator of the brand.
Before the first commercial which used this idea pattern, paracetamol was promoted as the world’s safest pain reliever. Proof: even pregnant women can take it. No drowsiness. No danger of overdose. But that was a long story that only very few can relate to. Then this:
The sound transition and familiarity from paracetamol, para safe was a good starting point. But translating this to Ingat!- magical!
And friends from the pharma industry tell me that the manufacturing line of Biogesic is exactly the same as the generic paracetamol. All they do is change the packing label, and the price that people are willing to buy it for is 10x.
Nine years of ingat? Biogesic Ingat campaign started 2006 and lasted until 2015 with John Lloyd Cruz based on this article…
Details here…
https://www.manilatimes.net/2015/05/23/lifestyle-entertainment/show-times/john-lloyd-and-nine-years-of-ingat/185906/185906/
What’s the secret. Click here…
‘What’s the secret to a revenue-rich and profitable product portfolio?’
Biogesic now has a YouTube Channel, Biogesic pH to more effectively manage the brand’s digital presence
As of Oct 2023, YouTube Channel BiogesicpH featured this 2022-2023 John Lloyd commercial. The communication was: “Alagang Walang Pinipili, Alagang Biogesic”
As you may know, John Lloyd’s star power took a tumble when he took a leave from showbusiness in 2017. He came back sometime 2021…
During that time, the Biogesic campaign moved on to a different theme without him… At that time, the brand communication, dropped the Ingat and used Alagang Biogesic.
Sa sakit ng ulo at lagnat, Paracetamol (Biogesic)! Ang galing ng #AlagangBiogesic
The youtube post by UNILAB indicated that this was aired from July 13, 2019 to February 12, 2020
See the difference AND the consistency?
Might also be informative to see how the same company, UNILAB, used to advertise (communicate) Biogesic and its other over the counter brands in the 1990s…
Biogesic – With The World’s Safest Pain Reliever
Medicol – For Headache, Fever and Flu
Enervon – A Part of Every Great Moment!
Neozep – The Total Cold Specialist
Revicon – Ito Ang Kumpleto!