Abang Bomba Sado Gaviscon

Agency

Fishermen Integrated

Client

Reckitt Benckiser (Malaysia) Sdn. Bhd.

Product/Service

Gaviscon Double Action

Brief

To build sales for Gaviscon Double Action by building awareness and affinity among Malay consumers, over the Ramadan and Raya period. ?

Solution

Many Malay consumers didn’t realise that they could treat the burning sensation of heartburn with Gaviscon. We realised that this low affinity among Malay consumers was due to the brand being represented by generic, expressionless, twin animated firemen as a symbol of its effectiveness.

So we decided to refresh our brand identity using our homegrown buff Malaysian firemen, known locally as Abang Bomba Sado. These were the same heroes Malaysians were already turning to to save them when things started burning. Now they represented Gaviscon’s identity of fast effective relief from the burning sensation of heartburn.

During Ramadan and Raya, where unhealthy eating, over-indulging, and unusual eating schedules are the norm, our Abang Bomba Sado Gaviscon came to the rescue with time sensitive educational reminders, and surprise Ramadan bazaar appearances - engaging with heartland consumers in a way Gaviscon found it hard to do before due to medical advertising regulations.