TCP owner looks to rejuvenate marketing

Omega Pharma, the company which owns over-the-counter healthcare brands TCP, Jungle Formula and Buttercup, is looking to rejuvenate its portfolio after admitting previous marketing campaigns lacked “innovation”.

The move follows a corporate rebrand in January that saw Omega Pharma switch from the Chefaro trading name.

A television campaign for insect repellent brand Jungle Formula will break on 17 June, the first advertising from the brand in five years. The Jungle Boogie ad features clips of people “doing the Jungle Boogie” while trying to avoid being bitten my insects.

Omega is also launching “Happy Fingers and Toes” a digital campaign for its wart and verruca removal product Wartner. The campaign features a collection of characters including a surfer, a boxer and a schoolgirl created by drawing faces on feet and hands to create personalities to give health information and advice.

The FMCG company hopes its renewed focus on marketing will “bring its brands back to life” and help the business become more consumer centric.

Andy Wines, Omega Pharma marketing director, says: “Omega has strong brands but they haven’t been marketed innovatively in the past.”

The company says it wants to approach its marketing in a different way to its competitors in the OTC market.

“We don’t want to act in the same problem/solution clinical way. We want to engage consumers through moving marketing.”

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