Tianjin Smith Kline & French Laboratories Design & Branding NECKS by Grey Beijing


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Industry Hospitals, Healthcare facilities & Medical Services, OTC Medicines (Pain Relievers, Cold & Flu)
Media Design & Branding
Market China
Agency Grey Beijing
Art Director Michael Song
Typographer Michael Song
Released October 2012

Credits & Description

Category: Print and Poster Ads
Advertising campaign: NECKS
Copy Writer: Chee Guan Yue (Grey Group China)
Excecutive Creative Director: Chee Guan Yue (Grey Group China)
Art Buyer: Kevin Bi (Grey Group China)
Art Director: Michael Song (Grey Group China)
Illustration: Michael Song (Grey Group China)
Typographer: Michael Song (Grey Group China)
Illustration: Procolor (Procolor)

Client Brief Or Objective
The GSK Sore Throat Pastille is a product that relieve the uncomfortable feeling of sore throats. But most consumers do not know the benefit of the product and that results in a low desire to purchase.

Product and brand awareness went up, as well as its likability.

The brief was to let the consumers know the benefit of using our product. So we thought, let's show them in an interesting and impactful way by dramatizing the feeling when one is having a sore throat.

Brief Explanation
While communicating its benefit, how could we make this drug-free product more friendly and appealing since it comes from a conventional health care company.