Reckitt & Coleman – Bonjela

Dorothea Gartland

Campaign in 1998 by DMB&B for Bonjela (for mouth sores). Objective: increase penetration and expand market (many mouth ulcer sufferers never treat it).
Agency: DMB&BAuthor: Dorothea Gartland

Bonjela: 'Thoothing Tholutions for Mouth Ulther Sufferers'

This paper clearly demonstrates the central role that planning played in developing a new campaign for Bonjela. The planning contribution can be summarised as:

  1. Identifying and defining an opportunity to increase sales by looking outside the traditional market.
  2. Further defining and honing that audience into a target which was inspirational to both creative and media.
  3. Using research to show that the traditional language of the category would not be effective against our new audience and...

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