Soothers: Any number of sore throats

Soothers, an Australian throat lozenge brand, reversed the tide on its declining sales by making people look at its products in a new and different way.

Campaign details

Brand: SoothersAdvertiser: NestléAgency: Ogilvy Australia

Summary

This case study demonstrates how Soothers – an Australian throat lozenge brand – overcame two monumental challenges. At a product level, it was perceived as ineffective in a category that's all about being effective. Worse still, at a business level, the brand lost 16% of its distribution, which equated to a 31% loss of market share.

Soothers' strategy to combat these dual challenges was to create a brand-new category...

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