Strepsils: Empowering the Voice of Fans

Strepsils, the throat lozenge, leveraged its sponsorship of a top TV show to grow sales and brand participation in Hong Kong.

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...

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