Avrio Health Canada: Feel the Sign? Betadine.

Antiseptic brand Betadine launched a new product in Canada, stealing market share from competitors and driving behaviour change.

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...

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