GSK: Breathe Right SleepWise
Agency: Grey Canada
Case overview
Breathe Right Nasal Strips are an adhesive strip that affixes to your nose, improving airflow through your nostrils. Previously marketed as a sports aid and nasal congestion reliever, one of its most persuasive product benefits is how it helps eliminate snoring.
Penetration had plateaued and the brand was beholden to global broadcast campaigns focused on nighttime nasal congestion as the barrier to a good night's sleep. This TV-centric, one-way communications approach was not driving the kind of trial required to deliver sales growth. Instead, we recommended the allocation of a...