Nestlé Soothers: Turning an Achilles heel into the greatest weapon

Donna Yan

This case study shows how Nestlé Soothers, a medicated lozenge brand, bucked the category conventions and turned its weakness into its best weapon after losing 30% of its distribution in Australia.

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...

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