Fisherman's Friend: Suck It Up

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.

Campaign details

Agency: Giants & GentlemenAdvertiser: Fisherman's FriendCategory: 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, 2017Base Period as a Benchmark: 2013 – 2014Geographic 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 –...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands