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Magne B6
Advertising with anti-stress effect

RAN IN: Russia

CLIENT
Sanofi

AGENCY
Leo Burnett Moscow *Lead Agency


SUMMARY

Magne B6 is an antistress brand that got into a stressful situation in recent years. For several years the market has been shrinking, and the brand has been declining four times faster. How to differentiate from cheap sedatives and reestablish the brand's growth? And what if the product doesn’t have a simple functional benefit and can’t use the word “stress” in communication? The new “anti-stress” creative platform was our solution. Light and ironic campaigns that made people laugh at stressful situations, not afraid of them, helped us differentiate ourselves and also reset the growth of sales and market share.

CASE VIDEO


Audience: Adult working parents, first of all mothers feeling accumulated stress symptoms – irritation, fatigue, sleep problems. They take sedative drugs. Parents of children of 3-9 years of age – schoolchildren of earlier grades feeling anxiety, nervousness, agitation and other stress symptoms adapting to new conditions. Pregnant women in trimesters 1-2, as well as women planning to get pregnant in the near future and not refusing to take vitamin-mineral complexes. First time pregnant women with a positive perception of this period, carefully complying with the medical advice.

Objectives: The business KPI is the share in the market of anti-stress drugs in volume and value, the brand growth vs. the market. The communication KPI is the result of quantitative tests of creative materials confirming that the target audience perceives the differences between Magne B6 and sedative drugs “without translation”. We did not include the brand image indicators in the KPIs, because in 2018, Sanofi started to use a new brand monitoring method and, as a result, we could not measure the trends.

Type: B2C

Language: English, Russian