Agency: Cheetham Bell JWT |
Fybogel - Fresh Fybothinking Encourages Everyone to Keep an Open Mind
INTRODUCTION
Fybogel is a 30 year old brand, manufactured by Reckitt Benckiser Healthcare and is prescribed for a variety of fibre-related conditions, such as constipation. This paper looks at advertising Fybogel within the restrictions of the NHS environment – no fancy TV ads, huge outdoor posters or glossy magazine ads, but trade press ads, a small supporting sales force and a strong campaign idea were needed to rejuvenate an old, out of date brand in long term gradual decline.
BACKGROUND
The NHS advertising environment...