In a crowded and contested market where pharmacy brands created a sea of sameness, Dis-Chem recognized a major opportunity to truly stand out. Two prominent players in the category had become indistinguishable in the eyes of consumers, so it was time to rewrite the narrative and reshape brand perception.
In order to do this, we decided to take a bold step forward. We knew we had to do more than just sell products; we had to serve and guide people on their journey to better health.
With a purpose-driven strategy, our focus shifted towards empowering individuals and communities to make informed health choices. We developed a compelling and distinctive proposition, "Better Health Starts Here", a promise to South Africa that wherever they found themselves in their health journey, whether someone was just beginning or seeking specialized care, we emphasized that their better health always started at Dis-Chem.
Through captivating storytelling, we aimed to show and tell people that Dis-Chem was their ultimate partner on the path to better health. We positioned ourselves as a trusted authority, a reliable source of information, and a pillar of support.
This was about more than just breathing new life into the brand and the category, it was about getting all South Africans, young and old to to see Dis-Chem as more than a pharmacy, but rather as their go-to health partner that supports, guides and inspires them to take charge of their health, one step at a time.