Pharmaceutical company expects to earn R$130 million with the brand in 2024
Cimed announced the rebranding of K-Med, the pharmaceutical company’s sexual wellness brand.
With new visual and verbal language, fun typography, as well as new products in the portfolio, the brand is presenting its new visual identity that aims to reinforce its goal of being more complete.
“In this project, we had the pleasure of rethinking K-Med. We went deep, broke several taboos and delved into the market, categories and sexual behavior of Brazilians. The result? A light, fun, accessible brand with that spicy touch”, said Thiago Vareta, CEO of Team Creatif, the agency responsible for the rebranding.
The strategy is part of the repositioning pillar and aims to naturalize the environment where people already associate health, which are pharmacies and drugstores, and increasingly start to associate it with sexual health as well.
The expectation is that, with the repositioning, the brand will reach revenues of R$130 million in 2024, representing 30% growth compared to last year.
“The pharmaceutical channel explores the sexual well-being category very little. With the expansion of the K-Med line, transforming the brand into a family with several products for the sexual journey, we want to increasingly take this portfolio to the pharmacy, which is a democratic space, and give the population access to affordable and quality products”, added Karla Felmanas, VP of Cimed.
