Mars Medicated

John McDonald

Campaign in 1999 for Lockets, the medicated sweet. Need to give brand a stronger `personality' to stand out from competition.
Author: John McDonald

Getting rid of stuffiness

Making Lockets advertising more creative 10:38 06/06/02

Summary

It's sad, but true: for consumers, watching ads is rarely an enjoyable experience. And watching them when your nose is streaming, you're huddled up under the duvet and surrounded by discarded snotty tissues is particularly unrewarding. Especially if the commercial is telling you in detail how dreadful you feel right now.

Yet adverts for medicated sweets have traditionally adopted this formula: explain the problem, demonstrate the relief. And the more serious the problem, the more serious the advertising...

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