Alinamin Pharmaceutical BENZA BLOCK PREMIUM DX

CLIENT
Alinamin Pharmaceutical

IDEA
BENZA BLOCK PREMIUM DX

Celebrating its 70th anniversary, the Benza Block Premium DX brand was refreshed to meet the needs of a new era. We crafted a holistic advertising campaign across TV and social media to communicate the brand’s renewal.

Long recognized as a leader in symptom-specific cold medicine, the brand introduced a new cough-focused formulation to add to its range of remedies for runny nose, throat, and fever. This news was conveyed as part of the brand’s “70th-year evolution,” underscoring its commitment to continuous innovation.

For the TV commercial, we kept the familiar “Where does your cold start?” format that audiences have long recognized, while strengthening Haruka Ayase’s presence to align with the brand’s renewal story. Furthermore, a radiant beam of light was used as a visual effect to symbolically express the brand’s evolution. On social platforms, we tapped into each featured talent’s personality to craft engaging content that harnessed fan energy and fueled conversation around the brand. By activating fan communities, we sparked a ripple of shared enthusiasm that successfully amplified the brand’s presence and impact.