Voltaren: Making Voltaren the Nike of the medicine cabinet

Dmitry Anureev

Voltaren, the anaesthetic brand owned by GSK, drove sales in Russia by targeting women over 50 with a social media driven campaign.

Campaign details

Brand: VoltarenBrand owner: GSKLead agency: MediaComCountry: Russian FederationIndustries: Non-prescription, OTC productsMedia channels: Content marketing, Search marketing, Social media, Sponsorship - sports, Television, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Voltaren is the leader in the category of topical anaesthetics, NSAIDs (nonsteroidal anti-inflammatory drugs), in Russia.

Despite this, Voltaren felt the competitive heat that was restraining its growth and putting its leadership in danger.

The category began a process of commoditisation, which caused Voltaren to suffer due to its premium pricing:...

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