With pseudoephedrine being reintroduced to New Zealander pharmacies, Demazin was able to answer the call and launch their product, Demazin Original Cold + Flu Relief Day + Night Tablets, containing pseudoephedrine. Tasking Spruik to deliver a bold campaign idea to deliver maximum impact and memorability.
First, we needed position the Demazin brand. Considering the competitor landscape, we searched for market opportunities and created a framework for long-term growth.
Brand Positioning
Approaching the brand with a contrarian strategy, we set out to elevate the brand and get Demazin talked about.
Demazin has very clear positioning in other markets, such as Australia. Although our markets share some similarities, in order to resonate with New Zealand consumers, we identified that the Demazin brand needed to adopt a “Kiwi” tone of voice. Which is bold, brash and to the point!
Customers look for something more than authority – they look for authenticity.
We built a go-to-market strategy. Identifying audiences, pain points and challenges, developing the brand promise, pillars and messaging matrix. As well as developing messaging statements for the product range with consideration for deliverables.
Campaign creative
Grab attention with a memorable statement
STOP THE SNOT.
Our memorable statement works hard.
It speaks directly to the most annoying and embarrassing symptom of a cold – a runny nose.
It aims to jar the viewer with a bold, courageous, memorable message that talks to the everyday Kiwi in their language. Using a highly divisive word, such as ‘Snot’, we were able to conjure an emotional response – on mass. Whether it is a word people use, pretend not to use, or are repulsed. It’s like marmite. People either love it or hate it.
