Appeton partners with Malaysia’s First Astronaut for its ‘A-Z Vitamin C’ range

Campaign encourages kids to ‘Dream Big’ and reach for the stars 

Appeton, one of Malaysia’s top pharmaceutical brands, launched its repackaged ‘A-Z Vitamin C’ range today, alongside Deputy Minister of Science, Technology and Innovation, YB Datuk Wira Dr. Abu Bakar Mohamad Diah, and its brand ambassador, Datuk Dr. Sheikh Muszaphar, at One Utama Shopping Centre amidst a throng of Saturday morning shoppers. 

Having been around for more 30 years, Appeton has always championed kids. It understands that kids truly are the future; however, they first need to be protected to stay healthy, to unleash their true potential. It also believes that kids need to be encouraged, inspired and nurtured from a young age – to think outside of the proverbial box. 

When the brand decided that it was time for its ‘A-Z Vitamin C’ range to undergo a facelift, they naturally did what most brands do – conduct an in-depth research. Not surprisingly, it found that most parents – their core demographics – still want their kids to be doctors or lawyers despite the multitude of options offered by tertiary institutes locally, or around the world. In their opinion, these two professions are the pinnacle of pride, professionalism and prestige. 

Based on the results, the brand decided to incorporate caricatures of these two noble professions, alongside that of an astronaut to highlight to kids that they can, and should always, dream bigger. ‘Being a doctor or lawyer is a great achievement – but why stop there? Kids can aspire to be doctors or lawyers who are also astronauts. They just need to be encouraged to not confine themselves to the status quo,’ says Cheah Ming Loong, Chief Operating Officer of Kotra Pharma. 

It is this ‘big idea’ that led Appeton to collaborate with Malaysia’s first astronaut, Datuk Dr. Sheikh Muszaphar. As the first, and as of now, only Malaysian astronaut to fly into space, Datuk Dr. Sheikh Muszaphar is the perfect spokesperson for Appeton’s A-Z Vitamin C Dream Big Campaign – he’s worked hard to become a doctor, without giving up on his dream of becoming an astronaut. 

As an orthopaedic surgeon, Datuk Dr. Sheikh Muszaphar understands the importance between being healthy and staying protected, to achieve goals that one sets for oneself. As a young kid, he was always fascinated with space travel. He was lucky that his parents were encouraging of his dream from the get-go; they nurtured and supported him along the way, and made sure that he was healthy, and stayed protected throughout his childhood. 

Datuk Dr. Sheikh Muszaphar is a trailblazer who has inspired many with his drive, determination and constant innovation, without alienating his core beliefs. We wanted to tap into his backstory, as much as his achievements, to drive the message through to our core customers, which is how the collaboration came about,’ added Cheah. 

As part of Appeton’s Dream Big Campaign, Datuk Dr. Sheikh Muszaphar and his two daughters, are featured in Appeton’s ‘Dream Big’ television commercials and billboards along selected highways around Malaysia. A cut-out of him in spacesuit, will also greet consumers at major pharmacies around the country. 

The launch event saw parents and children participate in stage games, numerous quizzes, sand art, arts and craft, and alphabet puzzles. They even managed to have their photos taken with the intrepid astronaut-turned-businessman, alongside his lovely daughters, Sophea Isabella (6 years old) and Sophea Natasha (4 years old). 

Speaking to reporters at the event, Datuk Dr. Sheikh Muszaphar said, ‘I have been aware of the Appeton brand for as long as I could remember. They’re known for championing kid’s health; and as a doctor, health is the core of my profession, and is therefore, close to my heart. 

As kids, we always think we are invincible – that nothing can happen to us. But we do fall sick sometimes and catch colds, flu, and other common ailments. What I realised, from a very young age, was that when we take care of ourselves, be it through exercise, food, or other things, we allow ourselves to have a lot more fun. Our energy levels are up, and we can keep striving to do the things we enjoy. 

As a father to two young daughters, and now, twin boys, I try my best to make sure that my kids stay healthy and protected, so that they can go out and discover what the world has to offer. Therefore, when Appeton approached me about this campaign, I saw the synergy right away and said yes. Let’s face it, all parents want the best for their children – I hope that my involvement in in Appeton’s Dream Big Campaign will inspire children to ‘Dream Big’, and remind parents to keep them healthy and protected, so that they can reach for the stars.

In today’s healthcare business environment, with continuous increase in competition and accelerating change, Appeton remains firm in its quest of fulfilling demands for quality healthcare products at competitive cost. Applying a unique combination of industry expertise and solutions with the right concept, Appeton strives to bring the best in quality to all those it comes in contact with. 

Appeton’s ‘A-Z Vitamin C’ range can be found at major pharmacies and Chinese medical halls around the country. For more information about Appeton, please visit www.appeton.com.