Bonnington's Irish Moss: A Story of David vs Goliath
Cameron Roberts
Campaign details
Brand owner: Aspen Pharmacare AustraliaLead agency: Bohemia GroupBudget: Up to 500kCountry: AustraliaIndustry: Non-prescription, OTC productsMedia: Internet - display, Internet - search, Radio, Social media
Executive summary
This case study describes how Bonnington's Irish Moss, successfully fought back against a dwindling market share. The brand wanted to take on bigger-spending rivals, halt a 20% per decline annum for the past two years and avoid being delisted by the two biggest supermarkets in Australia – Coles and Woolworths...