A mascot plays an important role in a branding exercise as it creates product appeal and helps consumers to connect with the brand on the sensorial level. Recognising a mascot’s uniqueness and likeable elements, the Pharmaceuticals Division of Chemical Company of Malaysia Berhad (CCM) launched Chewies the Lion mascot as part of the Group’s efforts to rebrand its Chewies the children’s chewable range of vitamins.

Chewies has helped in the development of strong and healthy children since it was first introduced in the 1960s, providing them an array of vitamins essential for their growing up years when physical and mental development are the number one concern among parents.

 “The friendly Lion mascot demonstrates the brand’s attributes and values, bringing happiness to the children with its warm and fuzzy persona while helping them to develop a healthy body and sharp mind,” said Dato’ Dr Mohd Hashim Tajudin, CCM Berhad Group Managing Director.

“I am confident that Chewies’ attractive new look and feel will be well received and Chewies the Lion’s fun and entertaining characteristics will grow on the children. The new mascot will certainly spark an interest in Chewies’ beneficial effects on their well being.”

“CCM is committed to encouraging better nutrition and wellness among children. Parents and children can easily relate to Chewies the Lion as the brand offers nutrients that suit the kids’ needs that potentially bring out the best in them,” said Dato’ Dr Mohd Hashim.

The new Chewies look and Chewies the Lion mascot were launched by Prime Minister at the opening ceremony of the Minggu Saham Amanah Malaysia in Ayer Keroh, Malacca.

CCM, Malaysia''s largest generic pharmaceutical manufacturer, is listed on the main board of Bursa Malaysia and has a market capitalisation of RM1 billion. CCM is a key player in the pharmaceuticals, fertilizers and chemicals industries.

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Issued with the compliments of Chemical Company of Malaysia Berhad
Through Eric Pringle Associates Public Relations Sdn Bhd
For further information, please contact Ida Fazila Ismail
At 03-2161 7144/49/54 or e-mail at ifazila@epapr.com.my