Bonjela: Making a mighty brand out of a minor irritation

In its small healthcare sector Bonjela was a leading brand which wanted to grow stronger. Research showed that 87% of sufferers of mouth ulcers didn't bother to treat them. Advertising aimed to get people to stop just putting up with them and buy the product, by persuading consumers that it did actually work. A small investment was seen to develop long-term brand profitability