Campaign details

Brand: Voltaren
Brand owner: GSK
Lead agency: MediaCom
Country: Russian Federation
Industries: Non-prescription, OTC products
Media channels: Content marketing, Search marketing, Social media, Sponsorship - sports, Television, Websites & microsites, Word of mouth, influencers
Budget: 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: low-cost competitors kept attacking it aggressively in their attempt to convince consumers to switch.

Unique local insights relating to the core target audience of 50-year-old women revealed that modern Russian women transcend their traditional perception in society.