Benylin: Effective use of advertising to increase sales and market share

Second prize winner. After April 1985 no branded cough medicines were available on prescription any longer, leading to a drastic fall in sales. Needed to regain the sales and credibility after the delisting. Campaigns tested in London and Yorkshire for six weeks, resulting in good sales increases in both areas. National campaign followed, achieving brand share and sales increases as the rest of the market declined.