GC Biopharma聘请排球明星金软景担任止痛贴品牌Zenol广告代言人

GC Biopharma (006280) has named former national volleyball team star Kim Yeon-koung as the new face of Zenol, its pain-relief patch brand of more than 40 years, in a push to win over younger consumers.
The company said on the 31st that it had selected Kim as the new advertising model for Zenol, a patch brand for easing muscle and joint pain, and would launch a new marketing campaign around her.
GC Biopharma said it chose Kim because her image of strength and reliability aligns with Zenol's positioning in pain care. The company has also applied her image to the product packaging to draw more attention from consumers browsing pharmacy shelves.
The company plans to add a younger, more energetic image to Zenol, a long-selling brand on the market for more than four decades, and to broaden its customer base from middle-aged and older buyers to consumers in their 20s through 40s who exercise and enjoy outdoor activities.
Zenol opened up the market in 1981 with the launch of Cataplasma, the first domestically produced patch in a wet-compress form with higher moisture content. Its high moisture content improves adhesion to the skin and delivers both a heat-compress effect and anti-inflammatory and analgesic effects from its active ingredients.
GC Biopharma will run marketing featuring Kim across print, new media advertising and product packaging.
"Kim's commanding presence on the court fits well with the strength of the Zenol product," said Kim Dong-gun, a brand manager at GC Biopharma. "We will raise Zenol's brand value through a range of marketing activities."