When we were briefed to help drive sales for Prospan, a kids’ cough remedy, with no real brand presence and a modest budget. we knew we needed to do something special.
Rather than competing with pharma-giant budgets to get Prospan’s name in front of mums, research showed our main competitor, was in fact apathy. It seemed most mums were reticent to medicate their children, instead assuming coughs would sort themselves out over time.
Through research we discovered there was a small window of opportunity – from when the cough first started, till they started search for a remedy.