Throaties
Throaties Speaks Volumes
Agency: DDB
Marketing Challenge
Before the 'Throaties Speaks Volumes' campaign launched in April 2001 Throaties' outlook was bleak. It had been unsupported for years and was declining in value and volume in a growing market (AC Nielsen MAT figures year ending year ending March 2001 -6%). Throaties was described in consumer research as a 'dying brand' (CM Research, Developing the Throaties Brand Qualitative Summary Report, October 1997).
The market figures showed Throaties in fifth place on 8% value share in the semi-medicated throat lozenge category. Strepsils and Vicks dominated with 44% and 24% shares respectively....