Berocca - Moving from sickness to health: how Berocca achieved big growth when it stopped acting like a multivitamin
Jennifer Baldwin and Sibel Akel – JWT
The judges found this paper a real pick-me-up, just like Berocca itself. By 2008, even after 19 years in the UK market, Berocca remained a small brand, famed as little more than a hangover cure and ranged alongside a whole host of other seemingly similar multivitamins. This paper shows how communications helped Berocca answer its parent company's bold ambitions to make it a larger brand. It did this by moving Berocca from...