How Advertising Helped Strepsils to Grab a Market by the Throat

Malcolm White and Les Binet

How distinctive advertising repositioned Strepsils in a competitive market, 1990-94. Problems faced by the brand in 1990 summarised; the market was being attacked from several directions; the market was highly segmented; Strepsils' image was old-fashioned and ineffective (qualitative research, Jones Rhodes).
Agency: BMP DDB NeedhamAuthors: Malcolm White and Les Binet

How Advertising Helped Strepsils to Grab a Market by the Throat

INTRODUCTION

This is the account of how distinctive creative advertising successfully repositioned Strepsils with dramatic sales results in an increasingly competitive market. We will demonstrate how the advertising worked upon consumers in an unusual way: by not being liked. We will show that this way of working was intrinsic to its success and, therefore, fundamental to the brand's growth.

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