Berocca: Moving from sickness to health

By 2008, even after nineteen years in the UK market, Berocca remained a small brand. This paper shows how communications helped Berocca answer its company’s bold ambition to make it a larger brand. It did this by moving Berocca from the stagnant world of multivitamins, focused on persuading consumers of their deficiencies, and into a growing world that appealed to consumers to be on top form. The result was a campaign which delivered a payback of £2.02 for every pound invested. Furthermore, Berocca became the largest multivitamin brand in Bayer UK, and the third largest brand in its consumer care portfolio.