Advertiser: Thornton & Ross
Agency: Bray Leino
This paper tells the story of how a thoroughly traditional brand broke with convention to save itself. It's about how it did this purely through the power of advertising, without the luxury of time and large budgets. Yes, we talk about commercial results and how, against the odds, it achieved 10% sales growth with a campaign that paid back £5 for every £1 spent. But the effectiveness of what was achieved extends well beyond that. Not only is Covonia back in a safe, sustainable place after weathering a storm that threatened to capsize it, but it's a source of profit, reinvestment and pride for the business. Now surely that's advertising that works.
Covonia hails from Huddersfield in Yorkshire, home of parent company Thornton & Ross. Powerful, effective and of a time when medicines weren't created fruity, consumers describe the taste as 'an assault on the senses' that 'you can actually feel working'. Apothecarist in appearance, its un-boxed bottles evoke a traditional, no-nonsense range of adult-only cough remedies (Figure 1).