Our Client’s Challenge
Bradosol® had been a well-known lozenge brand in Canada for decades, taking pride of place as the #1 medicated throat lozenge nationally.
Although it was off the market for a few years, Bradosol was well remembered by people who loved its dual medicated action and unique flavour. It was the lozenge that could “Make Winter Easier to Swallow.”
Our client needed a strong campaign to re-introduce the brand to its fans.
Our Strategic Insight
The fact that they contain Dual-Action Medication puts Bradosol lozenges in a separate category from many other popular brands that have NO medication. We needed to tell the world that Bradosol was “SERIOUS Sore Throat Medicine.”
We coupled this with the dramatic statement that Bradosol is Back!
Our Solution
We asked people to express their own personal experience of sore throat in a word. We got responses like “Ouch!” “Yuck!” and “Bleccch!”
We then created graphically arresting imagery around these words, in which the sore throat was the cartoon villain. And, of course, Bradosol was the hero, ready to save your day!
Putting this all together in a series of both static and animated ads created powerful messaging to re-introduce the well-loved brand.
The Results
With this campaign leading into cough and cold season, Bradosol was soon on display at retailers across Canada—and on its own eCommerce website.
