Second stage of branding campaign launched

Part two of the Gold Cross Branding Campaign kicks off with the screening of a national television commercial this Sunday.

The second phase of the campaign will see brand advertising of a product linked with the Gold Cross in a problem/solution scenario and incorporates the advice of the pharmacist. The first of these advertisements, which will run for four weeks, is for Mersyndol Day Strength with the final message to 'Ask your pharmacist where you see the Gold Cross'.

"The pharmacist in no way is endorsing the product but the product is endorsing the professional advice of a pharmacist in supplying the product," said Trevor Clarkin, general manager, Gold Cross.

Mr Clarkin said the aim of the campaign was to make the Gold Cross the trusted symbol of the profession and to reinforce the value of community pharmacy.

The new commercials follow the launch of the campaign in September last year with a 30 second television ad featuring the Gold Cross logo.

Post campaign survey results reveal that recognition of the Gold Cross symbol increased from 44 per cent of the general population pre campaign to 56 per cent post campaign and that 94 per cent of those who saw the advertisement attributed the Gold Cross symbol to pharmacies.

Seventy-five per cent of those who saw the advertisement mentioned trust, service and advice as the main messages.

3-Jul-2008