To re-generate dormant UK sales.
The brand (in the UK) is very much a ‘has been’ icon in its sector that has known much better times.
Without a dramatic noticeable cut-through idea to create genuine renewed interest in the brand, it is unlikely the trade or consumer would pay much interest.
OUT THINKING THE COMPETITION
Associate a modern and famous icon that has relevance to the brand and would deliver a new and acceptable brand message to new audiences and yet respect the loyalty of the existing.
Create a social and offline TV commercial ’story’ around the international opera singer, Alfie Boe, (born and bred in Fleetwood, home of Fisherman’s Friend), demonstrating not only his love for the brand, but also the efficacy of its ingredients.
‘The most successful UK campaign we have ever run’
Martin Stimson, Director, Impex Distributor in 2016
‘I am delighted to report that February 2017 was the largest single month since I have been employed here. Main reasons for the excellent start to the year were the Alfie Boe campaign in January, plus supporting activities, unusually high rates of coughs & colds, large promotional orders from a couple of accounts and fairly good stock planning, so few out of stocks.’
Martin Stimson Director Impex Distributor in 2017