Campaign Summary
We needed to launch Betadine and its sore throat gargle product into the very saturated Canadian Cough & Cold category. 'Feel the Sign? Betadine.' delivered a disruptive message for a disruptive product. The launch addressed well-entrenched consumer habits on how to treat colds by creating and showcasing a new gargling ritual that actually treats colds at the first sign instead of just soothing symptoms. The results were equally disruptive, and Betadine was able to reach the #2 and #3 SKU in the category, stealing market share from leaders and growing the category overall.
Marketing Context
With Canada's extreme...