Benadryl: Compass – powering marketing promotion to drive market share growth

Benadryl, a leading OTC cough-syrup, partnered with technology provider, Kinesso, to create a predictive data-analytics tool, Compass, to capture consumers' minds and ensure minimal wastage.

The objective

Benadryl's (the leading OTC Cough-Syrup) market-share was stagnant in competitive markets (Maharashtra, Uttar-Pradesh) despite continuous investment. Consumers in this category are most receptive-to communication when seasonal triggers(temperature-change/humidity) are high as the incidence of cough increases. Task was-to identify the right-time for media-activation to capture consumers mind-space & ensure minimal wastage.

The methodology

A predictive data-analytics tool "Compass" with the help of technology provider Kinesso was created for Benadryl to offer its proposition at right time, at right-place(media) to right-consumers during the Moment-of- Truth.

A capability to capture data, leverage 'Marketing-Mix-Modeling' and forecast sales for a 4-week data period...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands