Vicks Cough Drops: Opening a hidden door for growth

This case study explains how Vicks Cough Drops, the over-the-counter pharmaceutical product, doubled growth in India by encouraging casual consumption.

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...

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