Brand positioning in mass media:
That's how we brought Almipro to national television and
We build relevance through strategy

The Challenge

Almipro was perceived as a brand specializing in the treatment of diaper rash in babies and the elderly. Its recognition was limited to a single product, and the rest of its portfolio was little known. Furthermore, the brand lacked a clear positioning and national recognition.

The challenge?

To make Almipro a dermatologically tested brand, endorsed by the medical community, and an expert in comprehensive skin care for all ages.

The Opportunity

It was time to take a strategic leap. To that end, we designed
a high-impact action that would allow expanding the
brand awareness, building powerful partnerships with the
skin care and differentiate the complete portfolio.

The solution was clear:

presence in mass media to
through an alliance with the channel
Snail, the most watched channel by the
Colombians, with more than 68% of
national television share.

Our Strategy

We create a tailor-made communication strategy, designed to generate reach, frequency and differentiation, with a focus on visibility and relevance to key audiences.

Mixing 10 and 5 second pieces

Association with high-rated programs (news programs, magazines like Día a Día)

Media strategy

Creative compositions that highlight product and portfolio

Image validated by a recognized dermatologist as spokesperson

Comprehensive Implementation

We accompany Almipro every step of the way: from the
conceptualization of the message, selection of the best
production company, budget optimization, negotiation as
number one advertiser on national televisionand advice
regulatory and coding as an advertiser in the Consortium
National Association of Private Channels.
More than a campaign, it was brand building
with strategic vision and full support.

The Great Step

Almipro’s big leap into mass media was not improvised. Since 2019 we have accompanied your
Evolution with a strategic vision: image renewal, portfolio expansion, dynamism in networks
social and a prominent presence
at key medical events. The brand
has experienced sustained growth
with a significant increase in market share. Growth has exceeded 250%, consolidating Almipro as one of the most dynamic brands in the sector.

All of this paved the way for to reach national television, the channel Caracol and to the heart of the Colombians. Although the results Quantitative factors are in consolidation, We’ve already achieved the most important thing: putting Almipro in the national conversation as an expert brand in the skin care. Her presence on TV has generated
new partnerships, greater
Visibility and brand pride. A milestone
that few brands dare to offer.

And you? You want to see your brand on a big scale, in mass media, and with a strategy that takes care of every penny and maximizes the impact?

At INNOVAbrand, we know how to do it. We’ll be with you from the very first step to the big screen.

Let's talk about your strategy