Benadryl – growing the value of a 55 year old brand by 31 per cent in a single season by doing simple things, really well
Objective: To reinvigorate the brand and reclaim dominance in a highly competitive market.
Results: In a mature and highly competitive market, Benadryl achieved 31 per cent growth and 600 per cent ROI with an expenditure of under $1 million – a result without precedent for Pfizer in a decade, perhaps ever.
EXECUTIVE SUMMARY
In the late 1990s, Benadryl's long history started to work against it with newer brands enjoying more positive perceptions of...