Benadryl: How the soft sell sold harder

Pfizer have used both Persuasion and Involvement/Saliency advertising models whilst building Benadryl into the market-leading Hay fever brand. A comparison of the two different advertising campaigns demonstrated that the ratio of adspend to sales was better with the Involvement/Saliency model (£1spent: £4.30 sales) than the Persuasion model (£1 spent: £3.50 sales) - contributing to an extra £1.8m to the brand in 2001. In this case history, the soft sell sold harder!