Results and Effectiveness

We returned the brand to growth! Sales grew 9% to $21.2m in 2009 (from $19.4m) and share grew +2% in a declining category. Soothers gained Gen-Y CREDIBILITY increasing both ‘Confident’ and ‘Youthful’ equity measures and decreasing ‘traditional’ (source: Nestlé) It became an EVERYDAY lozenge as the #1 sku in the on-the-go Petrol-and-Convenience sector with 28% share (source: Scantrak) and with upwards shifts in ‘Portability’ and ‘on-the-go’ equity dimensions. (source: Nestlé) All brand health metrics from Awareness to Loyalty saw higher levels of conversion from step-to-step than the previous year and, specifically, past-3-month usage increased 8% (source: Nestlé)

Creative Execution

The magic was created not just by integrating channels but by integrating competing players in the live music world. Nova, MTV and MySpace. These partners brought complementary assets and worked with UNPRECENTED co-operation to share content and assets across all Soothers platforms. At the heart of the campaign were a series of Pop-Up concerts featuring influential artists across the state capitals. These free, live events gave us immediate exclusivity and talkability. Content generated from the concerts was circulated via ALL our partners. With MTV we took ownership of their premier live music event – The Lair - generating further exclusive content to be distributed. We also had Soothers teams on the ground at key festivals, spreading the word and reporting back via our partners. In addition to broadcasts, on-demand access to all content was directed via MySpace where fans could share stories and find out more about forthcoming events.

Insights, Strategy and the Idea

The task Halt a 6-month decline and return the brand to growth. Reinvent Soothers in the eyes of a new Gen-Y target consumer – changing from a perceived ‘mumsie’ brand to a CREDIBLE and EVERYDAY alternative to mints and gum. Specifically, we had to increase trial and repurchase rates. Fundamentally - deliver a sales lift on $19.4m. The audience and insight To become part of twenty-somethings ‘everyday kit’ (from nowhere) we applied two insights: 1. Music is their key, everyday passion 2. Shouting is the most common reason for lozenge use (outside illness) We focussed where these insights converged: LIVE music! We activated in a way that reflected our new ‘Unexpected, Bold, Attitude’ brand DNA.