Campaign details
Brand: TherafluBrand owner: GlaxoSmithKlineLead agency: MediaCom RussiaContributing agencies: MailRu GroupCountry: Russian FederationIndustries: Non-prescription, OTC productsMedia channels: Email marketing, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Product placement, Social media, Sponsorship - media, TelevisionBudget: 1 - 3 million
Executive summary
GSK Consumer Healthcare wanted to make Theraflu, Russia's market-leading anti-cold and flu treatment, grow twice as fast as the dynamic young challenger brands that were chasing it.
Russia is a huge country – flu and colds travel across it in seemingly random...