Traditional Thai medicine is the precious inherited wisdom of healthcare. With the flooding of Western medicine, traditional medicine declined its popularity.

While Western approach is changing the environment, its medicine is killing cause of disease (bacteria/virus), such treatment harmful to body. Eastern way prefers adaptation to environment, influenced by Buddhist concept that compassion is the best solution, preventative care to make sure body systems are balance and functioning with best gentle treatment.

5Takabb is a few traditional medicine brands active in Thailand. This film meant to reactivate and glorify the Wisdom of the East in the most appealing story.

5Takabb is a traditional herbal medicine. The pill reliefs cough, anti-inflammatory and moisten throat. Despite of its superb efficacy but no harmful, the preference has declined due to old fashion image, from packaging, name, application to the taste. Old people who used to take 5Takabb pill sticking to the product but not the new generation, they refuse even to try.

5Takabb lost shelf space in pharmacies to modern medicine.

To survive, 5Takabb rejuvenates itself by developing new product format, spray, to attract young generation. However, in economic recession plus Covid-19 situation, pharmacies and modern trade hesitate to carry 5Takabb spray as price is high.

Communication campaign is to refresh the brand image and introduce spray format, connect the young people but not neglect the old who is existing target. The film must overcome all product weaknesses and make target to look for 5Takabb at pharmacy, modern trade and online store.

“Compassion heals the world”

Father convinced daughter to take “5Takabb” anti-cough pill for her sore throat. She denied as it’s an old-world herbal medicine with weird name (“Takabb” in Thai means centipede), but agreed to try when he acted as her friend. Once taking the medicine, her voice suddenly clear and sweet as if she was a voice actress. Father explained that herb in 5Takabb work precisely, effective but gentle and no side-effect, do no harm to body. The demonstration compares 5Takabb as wise grandpa get rid (bacteria) gangster out of the body, the grandmaster used smart tricks (that relevant to audiences.) The daughter accepted 5Takabb wholeheartedly, even defended for any weakness that people might think about the product i.e. black tongue effected by the product or the bitter taste. And for her teenager friends who might think taking pill is not fashionable, father introduced 5Takabb spray as the solution.

Marketing objective is to expand audience to teenagers while keeping existing customer, the old generations. Advertising has to create brand preference and product trial. Unique properties of traditional Eastern medicine transformed to key communication idea; “Compassion heals the world, the Wisdom of the East”

As oral medicine, FDA regulation is strictly applied. Too obvious product claim is not allowed, hoarse VS clear voice is a device to communicate product benefit of curing cough. The super clear voice is the pivot of the story to deliver message to those who is currently has symptom , and to those who not seriously need but want to keep their throat in good condition. Product benefit need to be clearly explained how herb works. Having father & daughter’s squabble that happened in everyday life connects the two target groups together. Using jargons like bitcoin, lay off, love story to make relevancy to young people.

An online film length 5.50 minutes to be published in Social media, Youtube and Facebook, (supported with 4 cutdown versions). The airing date was 25/7/2021 – 31/010/2022.

After advertising launched, its reached 1 million view within the first day and more than 14M. views today . The film get organic share in all platforms, free covered in TikTok, influencers, forwarded messages, twitter. It changes teenagers mindset toward traditional Eastern medicine. Young people searches for 5Takabb in all channels, sales rises up 900% (MT, TT, online) compared to same period past years. 5Takabb is now 100% welcomed by modern trade and pharmacies nationwide. It ranks no.3 market share just after huge-budget brand.

“Customer pronounced the name correctly, I sold 5Takabb a lot more than big brand” said the pharmacist.