Cofsils: Kill the itch

Cofsils, a throat lozenge brand, launched a campaign in India to market itself as a bacteria/virus killing lozenge and increase its price point by 300%.

Campaign details

Brand: Cofsils Brand owner: Cipla Health Pvt. Ltd. Agency: The Womb Communications LLP Market: India Sector: Non-prescription, OTC products Media channels: Point-of-purchase, in-store, Television Budget: 5 - 10 million

Executive summary

This is a story of how to raise a long-held price point by 300% in a low-stakes, low-price, inertia-led category.

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