Syndol - How new thinking and a massage showed that life can begin at 30

Nick Thompson, Adele Fogarty and Jo Whitby

This case study demonstrates the contribution made by some impactful and unusual advertising in the rejuvenation of Syndol, a 30-year-old brand of painkilling tablets.
Agency: McCann-Erickson Manchester and Universal McCann Manchester Authors: Nick Thompson, Adele Fogarty and Jo Whitby

Syndol

How new thinking and a massage showed that life can begin at 30

INTRODUCTION

Syndol is an over-the-counter medicine, available to buy without a prescription. However, because of its strong formulation, Syndol can only be purchased at a pharmacy. It was launched in the early 1970s and despite many attempts to grow the brand share, it has sat quietly near the bottom of the pharmacy sales table ever since.

At the ripe...

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