SHOPPER / OOH / TVC
Strepsils were losing market share due to the ‘lollyfication’ of the market. Our challenge was to change shopper behaviour by re-establishing Strepsils as genuine medication.
Treat or treatment? Knowing that the shopper need was efficacy we grabbed the competition by the throat with the direct claim that only Strepsils is a treatment, the others are merely treats.
The campaign was designed to work ‘store out’ to ensure maximum impact where the shopper mission was most critical.
The campaign drove growth 2% above the category with 15.5% category growth in Coles while POS was in store. The high retailer engagement also shifted category to higher margin SKU.