GlaxoSmithKline Taiwan - If You Can't Sample the Real Thing, Have a "Lemon" Instead

Panadol Hot Remedy, a soluble powdered cold medication that is drunk hot, was experiencing a sales slump.

GlaxoSmithKline Taiwan – If You Can't Sample the Real Thing, Have a “Lemon” Instead

CAMPAIGN SUMMARY

This event gives new meaning to the often-pejorative word “lemon”. Panadol Hot Remedy, a soluble powdered cold medication that is drunk hot, was experiencing a sales slump. Despite the launch of a new TVC, it was not recruiting the new users the brand needed to arrest the decline.

One of the key barriers was the perceived mediciny taste of the cold medication. A sampling event would have been the obvious answer but Taiwan's OTC guidelines prohibit sampling. It was also deemed culturally insensitive, akin...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands