Bonjela - Making a mighty brand out of a minor irritation

Emma Moore and Alexander Robinson

This paper looks at how Bonjela, a leading brand in a relatively small healthcare category, is, through its advertising, growing into a stronger brand that is driving overall category growth.
Agency: Cheetham Bell JWT and Reckitt Benckiser Authors: Emma Moore and Alexander Robinson

Bonjela

Making a mighty brand out of a minor irritation

INTRODUCTION

Mouth ulcers are a small but constant irritation that can consume a disproportionate amount of your attention.

When your brand is in the enviable position of clear category leadership (Figure 1) you have two strategies for achieving growth. You could pursue a strategy of stealing share from your smaller competitors, or the other route to increasing long-term profitability is to...

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