Sargenor

Objective: The strategic objective was to position Sargenor, a brand by Viatris in Romania, as an energy booster that could enable the consumer to cope up with the increasing demands of life without getting fatigued and to create top of the mind recall for Sargenor, to boost sales.

Target Audience: Young professionals with families residing in Romania who are into sports or who have an active outdoor lifestyle but also take on more responsibility at home.

Brand Challenges: Today’s lifestyle demands more from everyone leaving us in an energy-depleted state. Each moment we are wearing different hats.

Challenges Overcome: The campaign showcased Sargenor where it could be an enabler during challenging times when everyone was taking on multiple roles and were wearing multiple hats.

Creative Solution: Central theme of the campaign is “Nowadays we wear many hats”, to depict our busy life. The films used empathy and a visual metaphor thereby showing young people wearing usual and unusual headgears such as a bowl, a paper crown, newspaper hats while performing different roles. The copy reiterated "Wearing many hats can be fulfilling yet tiring too." progressing into a Sargenor pack with an energy meter.

Outcomes: The Sargenor TVCs along with relevant POS materials increased sales of Sargenor by over 40% in Romania. The success of the brand actually made the company to take the brand from a low-promoting brand to a high-promoting brand and launch the same in many countries. The brand went on to move from a tail-end brand to a priority brand in the brand promotion matrix.