Campaign details
Brand: VoltarenBrand owner: GSKLead agency: MediaComCountry: Russian FederationIndustries: Non-prescription, OTC productsMedia channels: Content marketing, Search marketing, Social media, Sponsorship - sports, Television, Websites & microsites, Word of mouth, influencersBudget: Up to 500k
Executive summary
Voltaren is the leader in the category of topical anaesthetics, NSAIDs (nonsteroidal anti-inflammatory drugs), in Russia.
Despite this, Voltaren felt the competitive heat that was restraining its growth and putting its leadership in danger.
The category began a process of commoditisation, which caused Voltaren to suffer due to its premium pricing:...