Campaign details
Brand: StrepsilsBrand owner: Reckitt BenckiserAgency: PHD Hong KongMarket: Hong KongIndustries: Non prescription, OTC productsMedia channels: Events & experiential, Merchandise & free gifts, Online display, Sales promotion, Sponsorship -media, TelevisionBudget: Up to 500k
Executive summary
Strepsils ruled as category leader of medicated lozenges in Hong Kong. But with category codes transforming to 'voice protection', Strepsils needed a breakout strategy that would build associations with protection to maintain brand preference and market share.
Competitors were using vocal talent to establish voice protection, but the loudest voice had...