Any Number of Sore Throats
Soothers - an Australian throat lozenge brand - had lost retail distribution which could translate into a projected 31% drop in market share. To stay in business, Soothers had to regain relevance quickly and re-assert its place on retailers’ shelves. Rather than fight in the market for cold sufferers, it repositioned as a purchase for mild, everyday sore throats. A light-hearted creative approach was delivered via channels including outdoor, digital, TV, radio, and weather apps. Following this activity, awareness and active consideration grew. Share loss was minimised from the expected 31% to 14%, and value increased in key retailers. Revenue stabilised in year one and grew 20% in year two.