Rediscovering the power of Covonia
The cough medicine, Covonia, had lost share to a new entrant. Without big budgets, the brand needed to gain more young customers and quickly start growing again to prevent it being dropped by retailers. Its strategy was to frame the product’s strong taste as a challenge for people willing to ‘fight’ coughs. Provocative ‘Ride the Bull’ creative used TV and social to build affinity with the brand’s personality. Following the activity, penetration rose 12% above projection. The brand returned to market share growth. An estimated £4.45m of incremental revenue was generated and the brand’s future was protected.