Campaign details
Brand: SoothersAdvertiser: NestléAgency: Ogilvy Australia
Summary
This case study demonstrates how Soothers – an Australian throat lozenge brand – overcame two monumental challenges. At a product level, it was perceived as ineffective in a category that's all about being effective. Worse still, at a business level, the brand lost 16% of its distribution, which equated to a 31% loss of market share.
Soothers' strategy to combat these dual challenges was to create a brand-new category...