Fortunately this product does not have any restrictions due to the fact that this is an over the counter purchase.

Our task was to create awareness for Drixine, a nasal decongestant, in an overcrowded market.

Our idea was based on the idea truth that people with blocked noses talk funny.

We used headlines like “dere’s an edy way to udbock dore bose”.

We closed our message with the line “If you can’t say Drixine you need Drixine”.

We created talkability on a minimal budget by getting in people’s faces everywhere and blowing them away.

We created tactical billboards on the streets asking if you were perhaps “snuck in a raffic bam”.

We created in-store messaging, then we engaged with health care practitioners by creating a word game for doctors and pharmacists based on unblocking the words. A dosage card became a nosage card.

We hijacked the country’s best-loved programmes with ten-second ads. During the cricket viewers were reminded that a player might go “out for a cluck”. The Good Wife programme became “The Glued Knife”. Even Bond movies didn’t escape, the iconic line becoming “My name’s Blonde, Dames Blonde”. In fact, pretty much any programme you were watching had a reminder that if you couldn’t say Drixine, you needed Drixine.

Sales increased by 20% year on year during our campaign.

The goal of the campaign was to drive sales by increasing top of mind awareness. The target market was anybody who suffered from blocked or stuffy noses particularly in the winter season.

The campaign was developed hand in hand with media.

On television the most watched events and programmes were selected and creative developed specifically and individually for those programmes.

A 20 % increase in year on year sales.

The Creative was planned closely with the media strategy. Executions were created for television that were specific to the most watched series, sports events and blockbuster movies. In print tactical opportunities were used at highway toll points and in traffic. The message was carried through to in-store and pharmacy campaigns to create a genuinely integrated campaign.

The execution was relevant since it played directly off the fact that people tend to talk in a muffled way when they have a blocked nose - this becoming an amusing mispronunciation when transferred to the written word.

In a cluttered market, Drixine was losing market share to bigger spending competitors. Our opportunity was to create more top of mind awareness for our brand using unexpected approaches.