In the era of fragmented media and younger consumer groups, the 30-year-old Anti brand lacks growth momentum in sales and requires brand upgrades. Strategy: Focus on early treatment of hemorrhoids, develop a cure line in hemorrhoid medicine, IP for the cure line, products for the cure line, and marketing for the cure line.
新营销环境下，年轻人开始线上买药“看病”选药，新产品如何讲故事以适应新的购买习惯？
佩恩停用轻松治愈的视觉调性，把包装做成“头疼用药，快速治愈”看图说话，让种草、传播更简单，用户也能一图秒懂。产品上市后，仅用一年时间成为了网红爆品，快速跻身行业前三。