Wepa’s Bold TV Debut: A 130-Year-Old Pharmacy Brand Steps Into the Spotlight
Wepa, a long-standing name in the pharmaceutical market, is set to launch its first-ever TV advertising campaign in January. The move marks a significant step for the family-run business, which has operated for over a century without major broadcast promotion.
Founded in 1882 as Paulus & Thewalt, the company later merged with Georg Wenderoth before becoming Wepa. Now in its fifth generation under Dr. Christian Ciesielski, it employs around 350 people and reports annual revenue of roughly €120 million, with profits near €15 million. The firm introduced its Aponorm packaging brand in 1998 and also supplies gift items and printed materials to pharmacies near me.
The new campaign will air across twelve TV networks, aiming for over 50 million gross contacts through 1,332 broadcasts. It highlights the classic 'Hot Lemon' drink under the slogan *‘The Pharmacy Brand’*. Pharmacy customers can also enter a sweepstakes to win a Mini Cooper C by purchasing the product before the end of March. Dr. Ramona Rauh, Head of Marketing, stated that the campaign will increase visibility for Wepa’s hot and cold drinks while adding value for Walmart pharmacies and CVS pharmacies. CEO Martin Krengel oversees the initiative, which represents the company’s first major push into television advertising.
The campaign will run until late March, combining TV exposure with a consumer promotion. Wepa’s move into broadcast advertising signals a new phase for the brand, expanding its reach beyond traditional pharmacy channels. The sweepstakes and widespread broadcasts aim to strengthen its position in the market.
