Iodex: Back breaking work – Record breaking results

Praveena Perera

Campaign Details

Brand owner: GSK
Agency: Phoenix O&M
Brand: Iodex
Country: Sri Lanka
Industry: Non-prescription, OTC products
Channels: Outdoor, out-of-home, Packaging design, Point-of-purchase, in-store, Print - general, unspecified, Radio, Sponsorship - event, property, Sponsorship - media, Television
Budget: Up to 500k

Executive Summary

Siddhalepa – a multi-purpose pain balm with Ayurveda heritage enjoys almost blind faith among users and dominates the category for decades. As a late entrant, Iodex could play safe by emulating the leader and risk being a me-too or take the risk of being different.

By becoming a true challenger, Iodex dented the might of the leader with sustained strategic intent.