Generic “Augmentin” medines on the market continue to erode market share. The business problem to be solved was to effectively re-launch this brand, to GP’s. It is critical to the client that SR becomes gold standard once again, there is no generic equivalent.Task: To Educate doctors on need for correct approach to the use of antibiotics (Elements included: Mailer, Detail Aid, Journal Ad’s, Hi-Viz card & other items) & gain high prescription rate. We needed to communicate the scientific benefits, however, it was critical to tap into the emotional side, and develop a new brand identity for Augmentin.

The first phase chicken campaign for Augmentin SR was an intro to the chicken rebellion, SAVE THE CHICKENS! Aim was to highlight this cold and flu antibiotic as a better option to 'chicken soup', an 'old wives' tale remedy. The 2007 chapter sees the chickens escaping & telling chicken societies worldwide about this miracle cold and flu treatment. Introducing ESCAPOLOGY, starring David Chickenfield, Austin Fowler, Alfred Snitch-cock, Goldfeather, Hoender Houdini and Jack “the feather” Boa. This campaign has been very well received amongst healthcare professionals, and continues to break through the clutter and create an emotional link with the market.

Augmentin SR, had a market share of around 4% before this campaign launched.Results since campaign - 40% increase in sales and market share.Augmentin SR continues to lead the market in cold and flu remedies and the brand grows steadily.