Berocca delivered a highly innovative, voice-activated media first to maintain their position as the number one vitamin brand.

With high streets, offices and bars closed during the many lockdowns of winter 2020/21, shoppers turned to ecommerce. Berocca is historically stronger in store, so we needed a campaign that would drive people to purchase online. However, with the online space well covered by competitors and third-party sellers, Berocca needed a purchase funnel that takes customers directly from advert to purchase.

Because of furlough and working from home, more people than ever were tuning into the radio on smart speakers: a perfect opportunity for us. We developed an Alexa skill which consumers could open on hearing Berocca’s adverts on the radio, taking them directly to purchase the vitamins. This was a world first, enabling a hugely successful shift of Berocca’s sales online: ecommerce now represents 51% of total category sales, up 21%!