Imodium: Turning leadership into dominance

Until 1995 the anti-diarrhoeal market had little brand awareness and consequently little adspend. The decision to invest in TV advertising increased Imodium' s market share from 25% to 42%. Product achieved market leadership in 4 months. When the share began to drop a new campaign raised the product's value share to 57%. By the end of 1998 the ad investment or £1.6m was recouped