Agency: McCann-Erickson Manchester and Universal McCann Manchester Authors: Nick Thompson, Adele Fogarty and Jo Whitby

Syndol

How new thinking and a massage showed that life can begin at 30

INTRODUCTION

Syndol is an over-the-counter medicine, available to buy without a prescription. However, because of its strong formulation, Syndol can only be purchased at a pharmacy. It was launched in the early 1970s and despite many attempts to grow the brand share, it has sat quietly near the bottom of the pharmacy sales table ever since.

At the ripe old age of 30, a grave danger loomed and Syndol's position started to look precarious. In the face of aggressive competition from the grocery sector, national pharmacy chains and independent pharmacists started rationalising their shelves, making more room for big brands such as Nurofen.