The diagnosis and the solution.
Our research told us that the sore throat remedy ecosystem has a well-trodden creative path, and Difflam needed to differentiate in-order to stand out.
The brief called for a direct to consumer campaign that would demonstrate Difflam’s expertise in the sore throat category and retain Difflam’s status as the brand of choice in the New Zealand market. The creative challenge lay in communicating Difflam’s broad range of products, making them relevant to a variety of different consumer audiences, from household shoppers to students. All while standing out in a visually constrained pharmaceutical category.
Our campaign visuals communicate a human-centric, scenario approach. Telling relatable stories of situations that would call for the use of Difflam. These were then offered with the presupposition brand statement ‘Definitely Difflam’, developed to be memorable and conversational. A positive statement of support that will stick in the mind of the consumer. ‘Definitely Difflam’ becomes the course of action, boldly providing a solution and suggesting that ‘Difflam is the No.1 product for this situation’. The brand statement takes on the role of the diagnosis and the solution.
A media strategy looking to integrate the new ‘Definitely Difflam’ tagline covered print, digital, social, OOH and radio.