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Microlax
Microlax: Global campaign

RAN IN: Russia

CLIENT
Johnson and Johnson LLC

AGENCY
J. Walter Thompson Russia *Lead Agency


Mark Race


SUMMARY

How to make an unconventional drug format approachable in a highly sensitive, even intimate category? Microlax has great expertise! Despite consumers being predisposed to traditional oral formats, Microlax managed to win consumers minds and hearts, overcoming rectal format barrier. We developed communication platform that amplified brand's functional benefits as well as built emotional connection with sufferers with help of exquisite Brand World. The IMC that was locally developed by the Russian team, was rolled out across EMEA and helped achieve outstanding results, turning around consumers approach to treating constipation!

CASE VIDEO


Audience: Women suffer from constipation more often - more than 70% (i.e. in Russia 78% of constipation sufferers are women (1)). Therefore traditionally only women 30+ y.o. were considered as target audience. But we conducted profound segmentation and identified new relevant niche audiences. Thus, we decided to target 3 segments: 1)Women 30-50 y.o. - 31% are frequent sufferers (1-2 episodes a month) (1); 2)Pregnant women 25-35 y.o. - 25% have constipation due to diet changes and endocrine profile (1); 3) Young moms with kids 0-4 y.o. - 54% of kids this age suffer from frequent constipation (2). Healthcare professionals - doctors (pediatricians, GE, proctologists) and pharmacists - became another important TA as they influence consumers' choice of a laxative. Source: 1)Nielsen, DHC Cross Need States Study, Russia, Landscape report, 2015; 2)Kantar Millwardbrown, Microlax Brand Health, Brand Power Study, 2015  

Objectives: Grow the Microlax brand in EMEA cluster by 3% while market is stagnating: 1)in Russia - to sustain leadership and grow market share by 2017 by 2 ppt (vs 2015), and change consumer attitude to rectal format of the drug, entering 'first choice' consideration set; 2)increase Microlax market share in Sweden by 0,4 ppt turning around decline trend, in Finland by 0,3 ppt, in Denmark by 0,1 ppt getting from stagnation to growth.

Type: B2C

Language: English, Russian