Campaign details
Agency: Ogilvy SydneyAdvertiser: Nestlé SoothersCategory: E. Health and Wellness
Executive Summary
This is the tale of how Soothers, after losing 30% of their distribution, did the unconventional.
They bucked the category conventions and made their Achilles heel, into their best weapon.
This is a story of how having broad appeal beats being laser targeted.
And how being a Jack of all trades really is better than being a master of one.
But most of all, this is a story about survival..and when you are in the fight of your life, conventional rules don't...