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Hexoral
Hexoral - Sick Extinguisher #1

RAN IN: Russia

CLIENT
Johnson & Johnson LLC

AGENCY
The Neighborhood *Lead Agency


Mark Race *Lead Agency


Wavemaker


SUMMARY

The “Hexoral” brand with a thirty-year history of success in the Sore Throat remedies market has long been a leader in the spray segment, but in 2018 it began to lose share.To regain brand leadership, the Hexoral team has developed a new integrated advertising campaign based on three elements:Expansion of the audience of the brand due to family consumption;Brand positioning as a remedy that must be used to prevent the development of the disease: "Hexoral - Sick Extinguisher #1";Upgrading the main heroine of the commercials with Snow King by Philip Kirkorov, King of Russian pop music.

CASE STUDY

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CASE VIDEO


Audience: Hexoral decided to appeal to family women and men aged 25-45 with a good sense of humor who really cares about personal health and health of the family as well. They choose only the best and the most effective solution for their family and children based on a combination of personal experience and recommendations from trusted sources. 

Objectives: 1. To resume growth of the brand share by value and packs; 2. To create the image of a “family brand” and to increase consumption by children; 3. To increase perception of Hexoral as treatment of Light/Mild kind of sore throat and not just severe pain; 4. To provide the high level of recognizability for media campaign against the strong media pressure in category.

Type: B2C

Language: English, Russian