Summary
UK dietary supplement brand Seven Seas was losing out to own-label in the pure cod liver oil (PCLO) segment, due to a tired-looking and disparate product range. A packaging redesign was tasked with returning Seven Seas to growth, increasing distribution and providing a platform for new product lines. The solution was to revitalise the brand mark with a crafted, modernised typeface, add 'since 1935' to underpin the brand's heritage and introduce visual cues suggesting flexibility and movement (reflecting PCLO as a treatment for bone and joint complaints). On pack, the brand and its trademarked 'pure' positioning took centre stage to create greater stand-out and blocking on-shelf, and the brand story was renewed for a modern audience, while coloured bands were introduced across the pack architecture to help consumers identify the different product strengths. In the six months following launch, PCLO sales saw an uplift of 11%. In terms of distribution, all of the UK's 'Big Four' supermarkets took an average of five extra products, with other retailers taking an extra three. In addition, the newly revitalised Seven Seas brand allowed the company to launch a new range of health oils to attract a younger audience.

Summary
This UK campaign for the personal care products maker Beiersdorf was based around the creation and promotion of a limited edition box of Elastoplast plasters. The brand owner wished to reach a younger audience, so the world's first-ever music-branded plasters were developed: with the support of the singer/rapper Example, the firm launched "Examplaplast". In all, 150 numbered boxes were produced, but Example promoted the limited edition far more widely by tweeting about it to his 800,000 followers, while the brand owner also got key bloggers involved. Post-campaign, there was a 10.7% increase in Elastoplast sales within two weeks.

Summary
This German campaign for pharma brand Centrum fought back against negative perceptions against multivitamin dietary products to achieve higher brand awareness. Pharmacists were the target audience. Sales people used an iPad app to sell the product, with the app containing information about Centrum Cardio, an anti-cholesterol medication. The app was launched at a cinema-based event to build excitement about the product among Centrum's sales staff. In pharmacies, it was backed by eye-catching displays, window decor and brochures. At launch, the brand achieved a distribution of 52%, and boosted the Centrum brand.

Summary
Hartmann, a supplier of incontinence management systems and products in Germany, needed to break through social taboos around the topic in order to drive conversation and engage its target audience. This consisted of journalists, medical experts and opinion leaders; as well as healthcare professionals and nursing home managers. Hartmann sent a direct mailer to 100 targets with a leaking fountain pen enclosed – conveying the message that incontinence can happen to anyone. As a result, Hartmann was invited to give 14 consultations and six recipients agreed to write about the products. This editorial reached an estimated audience of 10m relevant professionals.

Summary
Unilab Consumer Health, a vitamin supplements maker in the Philippines, wanted to increase penetration of its vitamin B product, Neurogen-E, while stimulating growth in the category. It needed to educate older people about nerve-damage symptoms, and how vitamin B could help, while distinguishing them from other ailments like arthritis or rheumatism. To make it easier to understand Neurogen-E introduced the concept of 'nerve ageing' and employed a popular news reader to give the campaign authority. TV, radio and out-of-home were used to dramatise and educate people, while a version of the Chinese game mahjong that brought the concept of nerve ageing to life was left in doctor's offices for patients to play with. As a result, the brand grew significantly and earned a 7% share of the market and the number three position in the category.

Summary
With this campaign, Nestlé India aimed to tackle micronutrient deficiency among poorer consumers via its MAGGI brand. To talk to this demographic, the brand tied up with two travelling theatre groups, who performed some 50 shows across West Bengal, reaching around 400,000 people. The MAGGI brand was heavily integrated into the script. Each show was promoted via newspaper and outdoor ads, while free product samples were also handed out. Due to the extensive sampling there grew an awareness about the brand which, in turn, created a demand that lead to a significant increase in the number of distribution points.

Summary
Drewell, a Japanese sleep medication brand, aimed to defend its market share with this campaign. It used the cultural insight that, in Japan, insomnia is a stigmatised condition, considered a sign of personal mental weakness. So the campaign message was that mild insomnia was essentially no big deal. The creative featured new brand character - a cat, because cats are commonly associated with good sleep. In-store and online ads featured a friendly, personal tone; Drewell avoided impersonal mass media like TV. There was a significant word-of-mouth element via a fake news website called 'Sleepless News', in which users contributed the reasons they couldn't sleep. Pharmacists also became brand advocates via medical seminars and easy-to-use communication tools. The campaign returned more than 280m yen's worth of media exposure within the first eight months; awareness of "hidden sleeplessness" as a societal problem also rose.

Summary
Fibre-based supplement C-Lium wanted to increase brand awareness in the Philippines and position it as a relevant product for those trying to manage their weight. To achieve this, C-Lium took part in the Philippines edition of the TV show "The Big Loser" which helped portray that the product can help a person lose weight, which was supplemented by further promotion via print. The campaign achieved a 24% increase in sales.

Summary
Botox aimed to grow sales in India with this campaign. Activity was based around the insight that Indian women's concerns about ageing peak during social, religious and cultural occasions. Botox rolled out a campaign calendar based on current and upcoming occasions, festivals and other cultural events. Media used included in-clinic communications, magazines and digital display. The overall media budget was relatively small, but the campaign still resulted in a 79% increase in inquiries about Botox and a significant increase (of up to 100%) in sales in select target markets.

Summary
Brand's Essence of Chicken, a functional food from Cerebos Pacific, was regarded as a health product for older consumers. The challenge was to appeal to a younger generation, to encourage daily consumption of the product, and to highlight potential benefits without making any direct health claims, which are not permitted in Singapore's regulatory environment. The strategy was to make people realise for themselves that they weren't as alert as they thought they were. The campaign used a slang expression 'blur or not?', which describes those moments when people aren't fully attentive, and engaged academics to conduct alertness deficiency tests. These tests were filmed and turned into TV ads. Other marketing activity included social media, radio, outdoor, print and advertorials. Brand affinity rose 9% and sales increased by 16%.