L-R. Head,Sales,Marketing & Strategy, Gerald Oputa; National Sales Manager,Folorunsho Alaran; Mrs. Chinelo Umeh,Regulatory Affairs Manager;MAXWELL,the Wellocrat; GMD/CEO,Dr. Stella Okoli;ED,General Duties/ Finance; Muyiwa Kayode,MD USP Brand Management.
Democracy is defined as government of the people, by the people and for the people. It is reputed to be the most acceptable form of government in any civil society that worth its weight in gold. Emzor Pharmaceutical is taking a cue from this concept as it recently came up with a new coinage cum marketing buzzword “Wellocrat” a la Democrat. According to the management of the company, the new concept captures the company’s driving vision to ‘see a world where unlimited wellness is made available to all and is affordable by all’.
The buzzword as far as healthcare is concerned denotes wellness for everybody just as democracy is synonymous with government of the people, by the people and for the people.
Speaking on the vision driving the organization in her welcome address at the unveiling of the Emzor Brand Ambassador, Maxwel l- the Wellocrat, Group Managing Director/CEO, Emzor Pharmaceutical Industries, Dr. Stella Okoli, OON, explains, is to see a world where unlimited wellness is made available to all and is affordable by all. As a first step towards achieving the vision, the company Dr. Okoli discloses has remained consistently true to providing high quality healthcare products made available at prices which create value for all stakeholders.
Having stayed true to its noble vision, the company established almost three decades ago , from that humble beginning, has become a household name in Nigeria and beyond, parading a range of high quality healthcare products that have earned the trust of the consumers in general.
“Our company was established at a time the industry was dominated by powerful multinational corporations and no one gave us a chance. But with each step we take, we believe our actions must be aimed at making our world a better place and helping people live a healthier happier life. For us at Emzor, there is nothing more fulfilling than seeing people healthier, happier and more active. For every healthy person who has ever used an Emzor product we find Joy and a million reasons to give thanks to God”, explains the Group Managing Director.
With all the above already taken care at the back end, the company had always believed that one day “we will see that ideal world of ‘wellness for everybody’ otherwise called Emzor Wellocracy”. Indeed, the above stated expectation became a reality last Friday at an event at the Ambassador Hotel, Ikoyi, Lagos. It turned out as a further confirmation of the company’s solemnity at making ‘wellness for everybody’ a reality as the company unveils its Brand Ambassador to be saddled with responsibility of taking the message to all and sundry within Nigeria and its markets outside the shores of the nation.
The Maxwell concept is relatively unique. Instead of the popular idea of using a celebrity as Brand Ambassador, the Emzor unveiled Maxwell, is a cartoon character, it will be the harbinger of the good tidings of ‘wellocracy’ – wellness for all messages. Maxwell, according to Mrs. Uzoma Ezeoke, Executive Director, General Duties/Finance, Emzor, was derived from a combination of two critical words that mean so much to us in Emzor. They are ‘maximum’ and ‘wellness’ maximum wellness is what we guarantee our consumers. That is the root words for “Maxwell”. So the Brand Ambassador, Maxwell will spread the gospel of maximum wellness for all, she explains.
The Executive Director further discloses that Emzor has about 100 product brands including OTC Medicines, Prescription Only Medicines (POM) as well as hospital equipment and consumables on its stable. “All these our products in new attractive packaging that meets the highest international standards will be taken to consumers by our newly unveiled Maxwell –the Wellocrat”.
Also speaking in a chat with Brandcrunch on the rationale for Maxwell, Muyiwa Kayode, CEO, USP Brand Management Consultants, the Consultants responsible for this and other Emzor Pharmaceutical marketing and communication initiatives, emphasises that Maxwell aligns very well with the vision of the company.
According to Kayode, Maxwell as a cartoon character, it could be adapted to suit a thousand and one situations and this can be done with a lot of fun especially to the target audience. Apart from this, Maxwell represents maximum wellness, as a carton character, it cannot fall sick, it can go everywhere without getting tired, it’s am embodiment of Emzor’s vision of perfect health for its consumers and target audience.
“As the Emzor’s Brand Ambassador, Wellocrat will be deployed in a series of communications materials for the company’s various brands. It will take Emzor’s product brands to far and near for the company. It will be easy and fun managing Maxwell as our Amdassador”.
This is one beautiful effort at building real brands that will go places for the company and the country. The reality, according to the USP CEO, is that Africans are not building brands and that is why there is so much poverty in the region. “When you build indigenous brands you are creating wealth rather patronizing imported products. This is at the core of our existence as a company, we are very passionate about it and always feel very happy to work with clients on such project”.
Wale Obadeyi, CEO, Maximargins also reflects on Maxwell – the Wellocrat campaign, ‘maximum wellness’ as unveiled is a relatively innovative and daring campaign. Obadeyi envisages that when fully deployed, the concept might compel a rethink among brand owners who currently find it the ‘in-thing’ to deploy celebrities brand ambassadors. This submission might be apt when one considers the Tiger Woods and Oscar Pistorius of this world, similarly, many Nigerian celebrity brand ambassadors who have become brand ‘eroders’ no thanks their many scandals and emotional swings. One caveat, he pointed out however, Maxwell – the Wellocrat must be supported with viable campaign ideas every step of the way as it trudges on in its “maximum wellness” campaign.
Impressed with the unfolding campaign, the Group MD/CEO sees it as a new development in the life of the company confirming the Maxwell cartoon character encapsulates the company’s belief in a world where wellness is available to all and affordable by all. “This is the world of Emzor Wellocracy!”, she declares