Research results prove the effectiveness of our idea:• Ad Recall of 63%• +100% Awareness for the USPGrippostad C – immediate relief!

We negotiated with several radio stations to use their entire ad break as a platform for the message of Grippostad C. Our Idea: The coughing-infiltration - with Grippostad C as the hero of the ad break!When the ad break begins, the coughing begins and overlies the spots of other advertisers. The listeners are puzzled – we gain their full attention! Then it's time for the disclosure, with a specially produced spot saying:"Grippostad C, fast acting relief against coughing and colds. This is exactly what I need right now. Alright... once again - this time I will be quiet. Grippostad C - strong against colds."Due to the immediate relief of Grippostad C the coughing stops and the listeners are now able to witness the original spots once again, this time without coughing.

Flu medicine GRIPPOSTAD C has a clear USP: The brand claims really fast relief for when one is suffering from a cold. But our two main competitors claim the same USP - with a much higher Share of Advertising.

In order to break through, we need to think about a differentiating approach. Our challenge: Not only communicating, but demonstrating immediate relief.