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Doctor MOM
Natural Doctor MOM

RAN IN: Russia

CLIENT
Johnson and Johnson LLC

AGENCY
J. Walter Thompson Russia *Lead Agency


SUMMARY

How to show annual growth against competitors, without investing in nationwide media placement at a similar level? How to move from the fourth place to the second in terms of value for 3 years on the market, where simultaneously 16 players are represented on TV and everyone speaks about unique properties of its remedy? To use naturalness of Dr. Mom not only as a product advantage, but also as a creative platform for communication: to build all brand messages on the territory of the naturalness, telling true stories of the brand on behalf of the most sincere and loving family doctor- mother.

CASE VIDEO


Audience: Our target audience is a woman from 25 to 45 years old with children from 3 to 12 years old. It is she who cares for the members of the whole family when they are ill, and she decides on the purchase of remedies against cough and cold. It is important for the mother to trust the drug with which she treats her family members, it is necessary to be confident both in the effectiveness of the drug and in its safety, especially when it comes to the child. And Dr. MOM is just such a remedy-it's natural and safe, and also effective and suitable for treating the whole family.

Objectives: Brand had a task to win from competitors on a national scale, without investing in media at a similar level. Or, translating the task into a business language: to increase market share in value, moving from 4th place in 2014 to the 2nd position by 2017

Type: B2C

Language: English, Russian