Reinvigorating a Brand & Doubling Sales  

Client : Kalbe International

Campaign: WOODS' Herbal Cough Syrup

Latest WOODS' Peppermint Lozenges TVC for the Philippines Market

The Challenge


WOODS’ cough syrup has strong brand recognition.How can WOODS' level up to gain more market share and remind consumers of its long-standing heritage? 


Cogent's Strategy


To present cough syrup in a cute and endearing way instead of hard-selling it. The family of bees in 3D animation was born. The approach struck a chord and Prince the Caring Cat was developed. The characters made it big and were applied across multiple mediums. 




WOODS' loved it and it soon became a TVC and became its most successful campaign to date with high recall rates that doubled sales.