A proposed marketing plan for Al Dawaa Pharmacy

The challenge

The plan begins from the observation that the common image of pharmacies is almost uniform: an unfriendly place, conventional interiors that do not invite exploration, product categories that fail to catch the eye, an unclear visitor journey, and a brand personality that is hard to read for target audiences. The campaign’s task is to launch Al Dawaa’s new identity in a way that moves beyond that image instead of fitting into it.

Analysis and strategic direction

The analysis answers these observations with a set of directions: present the brand as a friendly one that everyone wants to discover, create an idea that gets the community talking and secures effective visibility, simplify the in-branch customer experience, classify standout products clearly, and aim messages at the target segment in a simple and enjoyable way. The work also assessed local competitors on how well they overcome the same stereotype, in order to define the space the brand can own.

The strategic idea

The campaign revolves around the idea of “Sunrise”: a new beginning, new horizons, new values and a new vision. The idea draws its meaning from the identity itself, taking from the new Al Dawaa logo the image of a new dawn for the brand. The campaign carries this meaning in one simple visual element: a yellow sphere standing for the sun at the moment of sunrise, which is also the brand’s own colour.

Campaign structure

The idea is released in three stages built on a gradual reveal: teaser, pre-reveal, and identity reveal. In each stage the yellow sphere appears in a different form, first with no wording at all, then with the hashtag #شرقت, and finally with #شرقت_الدواء and the brand logo. The intended outcome is that people ask what the object is, theories spread, and the community engages with it by photographing and sharing it, before the new identity is revealed in a moment everyone is talking about.

Field execution

Execution starts on the street. The plan proposes placing giant yellow objects at prominent city locations, photographed in public spaces against grey backdrops so the colour stands out. Roadside screens follow the same three stages, from an empty screen to a sphere with a hashtag to the full identity reveal.

The presence extends to social spaces through platform content that documents the object and people’s reactions and ties the hashtags to each stage, and to a proposed open-air reveal event at sunrise on a mountain summit, where the campaign idea becomes a real moment that attendees witness and the media covers.

TV advertising and the campaign song

The plan developed a series of TV spots under the title “Ma Yehtaj” (“No Need”), covering varied everyday situations in which the yellow sphere speaks as a voice-over, each scene ending by presenting Al Dawaa, in its new identity, as present everywhere. The scenes were presented as hand-drawn storyboards, alongside a proposed campaign song that carries the sunrise idea in its lyrics and rhythm.

Timeline and channels

The campaign spans three months and three phases: teaser, pre-reveal and identity reveal. The planning table shows how channels build across the weeks, from digital platforms, outdoor, cinema, radio and television to ground activations, so that visibility rises as the reveal approaches.

The presentation’s visual language uses two main colours drawn from the brand’s identity: deep navy and yellow.

What this means for your brand

Launching a new identity takes more than a good design: it takes an idea that gets people talking before the reveal, and a plan that links that idea to channels and phases before anything is produced. A campaign built on one clear concept lets every channel say the same thing in a different voice. If you are launching a new brand or reintroducing an existing one, the starting point is the concept: what story do you want the public to pass around, and how gradually do you reveal it.