Agency: Ammirati Puris Lintas | Author: Fiona Morrison |
Pepcid AC - Tough medicine to take?
SYNOPSIS
A spoonful of sugar has always helped the medicine go down. And the indigestion marketplace is no exception. The category falls into two distinct camps - drugs and candy - and in share terms, candy is the sweeter.
How, then, could a little-known ex-prescription brand hope to bridge this volume gap and shake up a strictly segregated marketplace?
This case aims to demonstrate how planning enabled Pepcid AC to interrogate and eventually break the unwritten rules of indigestion advertising. The key...