Iodex: Back breaking work – Record breaking results

This case study shows how Iodex, a pain relief brand, created a diametrically opposite campaign to the market leader, in order to stand out from the crowded market and directly communicate to Sri Lankans.

Iodex: Back breaking work – Record breaking results

Praveena Perera

Campaign Details

Brand owner: GSKAgency: Phoenix O&MBrand: IodexCountry: Sri LankaIndustry: Non-prescription, OTC productsChannels: Outdoor, out-of-home, Packaging design, Point-of-purchase, in-store, Print - general, unspecified, Radio, Sponsorship - event, property, Sponsorship - media, TelevisionBudget: Up to 500k

Executive Summary

Siddhalepa – a multi-purpose pain balm with Ayurveda heritage enjoys almost blind faith among users and dominates the category for decades. As a late entrant, Iodex could play safe by emulating the leader and risk being a me-too or take...

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