{"id":47907,"date":"2025-09-24T13:39:11","date_gmt":"2025-09-24T13:39:11","guid":{"rendered":"https:\/\/daoinsights.com\/?p=47907"},"modified":"2025-09-30T11:28:10","modified_gmt":"2025-09-30T11:28:10","slug":"meituan-medicine-vintage-pharmaceutical-ad-campaign","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/meituan-medicine-vintage-pharmaceutical-ad-campaign\/","title":{"rendered":"Why is Meituan repurposing vintage pharmaceutical ads?"},"content":{"rendered":"\n<p>Meituan (\u7f8e\u56e2) has found a creative new way to advertise its pharmacy section (\u7f8e\u56e2\u4e70\u836f) by repurposing vintage pharmaceutical commercials to deliver an urgent public safety message. The ads, familiar to many parents, now end with \u201cchild-safe\u201d reminders, showing medicines stored well out of children\u2019s reach.<\/p>\n\n\n\n<p>Meituan is one of China&#8217;s most prominent tech and e-commerce companies, widely known for its super-app that handles everything from food delivery (<a href=\"https:\/\/daoinsights.com\/news\/delivery-drones-meituan-and-competitors-expand-presence\/\" target=\"_blank\" rel=\"noreferrer noopener\">sometimes by drone<\/a>) to hotel bookings, share-bike hire, and pharmaceutical services. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Meituan Ad\" src=\"https:\/\/player.vimeo.com\/video\/1121266762?dnt=1&amp;app_id=122963\" width=\"520\" height=\"293\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>This new initiative addresses a critical issue: pediatric drug poisoning. Studies indicate that the majority of accidental poisonings occur at home when adults leave medications unattended. By highlighting safe storage practices, Meituan aims to prevent these incidents before they happen.<\/p>\n\n\n\n<p>Many parents with young children grew up in an era where pharmaceutical commercials displayed medicine in familiar places around the house: on the dining table, a kitchen worktop, a nightstand \u2013 all places well within the reach of a child\u2019s hands.<\/p>\n\n\n\n<p>These portrayals inadvertently shaped real-life habits, leaving children vulnerable to accidental consumption of medicine. <strong>Meituan\u2019s repurposing of vintage ads cleverly turns this legacy on its head, transforming nostalgic advertising into a tool for public education and building bonds of responsibility and trust with its audience.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"649\" height=\"1024\" src=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-649x1024.jpg\" alt=\"Meituan billboards back up the vintage ad repurposing\" class=\"wp-image-47909\" srcset=\"https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-649x1024.jpg 649w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-190x300.jpg 190w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-768x1212.jpg 768w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-973x1536.jpg 973w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-400x631.jpg 400w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1-800x1263.jpg 800w, https:\/\/daoinsights.com\/wp-content\/uploads\/2025\/09\/3_\u7f8e\u56e2\u4e70\u836f_\u6765\u81ea\u5c0f\u7ea2\u4e66\u7f51\u9875\u7248-1.jpg 1080w\" sizes=\"auto, (max-width: 649px) 100vw, 649px\" \/><figcaption class=\"wp-element-caption\"><sub>Image: Rednote\/\u7f8e\u56e2\u4e70\u836f<\/sub><\/figcaption><\/figure>\n\n\n\n<p>Five pharmaceutical companies have already committed to re-releasing their vintage ads with these updated endings, signalling a collaborative effort across the industry to prioritise child safety. This move exemplifies how corporate social responsibility can be embedded directly into marketing efforts, merging commercial reach with social impact.<\/p>\n\n\n\n<p>With Meituan\u2019s campaign, a simple act like placing medicine out of children\u2019s reach is elevated to a shared cultural conversation, cleverly putting Meituan\u2019s name on the lips of consumers. It can\u2019t hurt that the discussion they\u2019ve slipped into is one that\u2019s close to those consumers\u2019 hearts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Meituan (\u7f8e\u56e2) has found a creative new way to advertise its pharmacy section (\u7f8e\u56e2\u4e70\u836f) by repurposing vintage pharmaceutical commercials to deliver an urgent public safety message. The ads, familiar to many parents, now end with \u201cchild-safe\u201d reminders, showing medicines stored well out of children\u2019s reach. Meituan is one of China&#8217;s most prominent tech and e-commerce [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":47910,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[66,62,156],"class_list":["post-47907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-fashion-retail","tag-news-marketing-branding","tag-news-meituan","has-thumbnail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why is Meituan repurposing vintage pharmaceutical ads? - Dao Insights<\/title>\n<meta name=\"description\" content=\"Meituan are repurposing vintage pharmaceutical ads to bring an important public health message to the Chinese public.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/news\/meituan-medicine-vintage-pharmaceutical-ad-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why is Meituan repurposing vintage pharmaceutical ads? 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