Pharmacy retail and wholesale giant The PHOENIX Group is a leading healthcare provider in Europe. Every day, they reliably provide people with drugs and medical products and own chains across 14 countries, making them a key player in the contribution to comprehensive healthcare in Europe.
We were challenged to create a single, unified brand that would unite all but three of their existing pharmacies under one European ‘superbrand’. The scope of work was enormous, from naming to a huge range of on and offline touchpoints.
When it came to the name, it had to be distinctive, memorable and easy to pronounce. It would need to be trademarked separately in each country – quite a tall order. The name BENU was based on Bennu – an ancient Egyptian god and precursor to the Greek Phoenix (a nice connection we thought) – a symbol of life, energy, rebirth, renewal and regeneration, a perfect combination for a strong healthcare brand – bingo!
Launched in 2012, BENU, the youngest pharmacy brand in the PHOENIX Group, is now also their largest, with over 1,400 pharmacies in 10 European countries. One of the reasons our BENU pharmacies are so successful is that we have created a concept that categorically sets our client apart from the competition: inviting interior design and perfect product presentation. Thanks to this innovative approach, BENU is already the market leader in continental Europe and we are extremely proud of this achievement.
“We were looking for an agency that focuses on speed, creativity and result orientation, like us. We found just that in Guerilla.”
