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.