Who is 'Anne'? Hanmi Pharmaceutical to Create Integrated Character for Over-the-Counter Drug 'Anne Series'

[Financial News] Hanmi Pharmaceutical is launching an integrated branding campaign by combining its major over-the-counter (OTC) brands, including Co&, Mok&, and Noon&, into a single character.
Hanmi Science, the holding company of Hanmi Group, announced on the 14th that it has developed 'Anne,' the official character representing eight types of Hanmi Pharmaceutical's 'Anne Series.'
The Ann series consists of the sore throat treatment Mok-An, the artificial tears Nun-An, and the nasal moisturizer Ko-An, as well as the cold treatments Ko-An Cool and Ko-An Cool S, the eye drops Nun-An Cool and Nun-An Q, and the seborrheic dermatitis treatment Du-Pi-An.
The strategy is to build an integrated brand image utilizing a single character, based on the fact that while the indications for each product differ, their brand names all commonly contain 'Ann'.
The official character 'Anne' was created as a girl with red hair and rosy cheeks. The character names were also taken from product names, such as Ko-Anne, Mok-Anne, and Nun-Anne.
The opinions of employees were also reflected in the character selection. Last summer, Hanmi Science conducted a preference vote on four characters for employees of its affiliates, including Hanmi Science, Hanmi Pharmaceutical, Online Pharm, Hanmi Fine Chemical, and JVM. More than 500 employees participated, and the final characters were selected based on a comprehensive review of internal evaluations and expert opinions.
Hanmi Pharmaceutical plans to utilize 'Ann' in product packaging, in-pharmacy marketing materials, pharmaceutical advertisements, and social media content going forward. The aim is to integrate the brand image, which has previously been operated around individual products, and expand touchpoints with consumers.
"The character 'Anne' is an attempt to translate the friendliness and trust inherent in the Anne series into a single, consistent worldview," a Hanmi Group official said. "We will strengthen branding through various content and marketing activities so that consumers can feel even more familiar with the Anne series."

[email protected] Jeong Sang-hee Reporter