TEVA and Positive Adamsky PDKY collaboration enters strategic level

By: Trademagazin Date: 2025. 05. 27. 10:16

Positive Adamsky’s newly renewed brand name and image, PDKY, signals not only a new identity but also a new kind of collaborative spirit – one of the most striking examples of this is the joint work with TEVA, which is entering a new phase. The pharmaceutical giant will now involve PDKY not only as a creative partner, but also as a leading strategic agency in the communication of several of its OTC brands.

The common goal: repositioning TEVA’s flagship brands in a more human, bolder, but professionally grounded way. PDKY’s fresh brand promise – Expect the Unexpected – is also valid here: they are looking for communication twists that surprise, yet resonate precisely with the needs of the target groups.

“TEVA is a strong, credible brand that is open to new perspectives. For a long time, health communication was dictated by safety and habit – but now is the time to combine credibility with surprise, not stereotypes”

– said Ádám Vaszary, PDKY’s creative CEO.

As a strategic partner, PDKY not only plans and implements 360-degree campaigns, but also conducts a complete communication rethink. The goal is to expand the traditional communication framework of the OTC category, offering consumers a new experience – of course, in full compliance with pharmaceutical industry regulations and ethical guidelines.

The brands managed by PDKY include: Nasopax – an innovative nasal spray brand, Sudocrem – an iconic player in baby and adult skin care, Dorifen – an effective solution for sore throats, Ambroxol-Teva – a well-known and reliable cold reliever, Valeriana and Valerosolv – natural-based preparations in the sedatives and sleeping pills category, Eurovit – a versatile vitamin family.

TEVA and PDKY’s joint work proves that the future of brands lies not in predictable solutions, but in courageous, strategic creativity – where the unexpected is not a risk, but an opportunity.