GlaxoSmithKline Taiwan – If You Can't Sample the Real Thing, Have a “Lemon” Instead
This event gives new meaning to the often-pejorative word “lemon”. Panadol Hot Remedy, a soluble powdered cold medication that is drunk hot, was experiencing a sales slump. Despite the launch of a new TVC, it was not recruiting the new users the brand needed to arrest the decline.
One of the key barriers was the perceived mediciny taste of the cold medication. A sampling event would have been the obvious answer but Taiwan's OTC guidelines prohibit sampling. It was also deemed culturally insensitive, akin...