Campaign details

Agency: Giants & Gentlemen
Advertiser: Fisherman's Friend
Category: Brand Reawakening

Section I — Case Parameters

Business Results Period (Consecutive Months): Nov 2015 – Mar 2017 (26 months)
Start of Advertising/Communication Effort: Nov 2, 2015 – Mar 31, 2017
Base Period as a Benchmark: 2013 – 2014
Geographic Area: Ontario and Quebec.
Budget for this effort: $500,000 – $1 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

With Fisherman's Friend, we wanted to reawaken a brand by bringing it back – back to the roots that made the brand as special as the lozenge that was invented on the docks of England in 1865. This long history meant we could take advantage of a tremendous amount of brand equity. The problem was, Fisherman's Friend had lost its way (in terms of brand messaging) and was also up against some massive players: Halls and Ricola.