Vicks Cough Drops: Opening a hidden door for growth
Namit Prasad
Campaign details
Brand owner: Procter and GambleLead agency: PublicisBrand: Vicks Cough DropsCountry: IndiaIndustry Non-prescription, OTC productsChannels used: Internet - general, Point-of-purchase, in-store, Radio, Social media , TelevisionMedia budget: 3 - 5 million
Executive summary
This case study describes how Vicks Cough Drops doubled growth in India by encouraging casual consumption.
Vicks Cough Drops is a sizable business for Vicks in India. It is the market leader in the throat-lozenge category, followed by Halls.
In 2013 the...