Bonjela - Making a mighty brand out of a minor irritation

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...