For Familiprix, 2019 marked the beginning of a long relationship with Kabane. After several decades of approaching its messages with a good dose of humour, the advertiser wished to change positioning and refocus on the essential role of the pharmacist. That’s good. We thrive on challenges.
Following in-depth strategic thinking, Kabane repositioned the brand around kindness, a theme that perfectly reflects the compassionate approach of Familiprix-affiliated pharmacists. To convey this new positioning, a campaign focusing on the relationship between the pharmacist and their client was deployed in Québec and New Brunswick.