Soothers pushes message it will ‘sooth any number of sore throats’ in new campaign
Soothers is telling consumers lozenges are not just for cold sufferers but for all types of sore throats – including those caused by talking too loud at the pub or from screaming at a ref whilst watching sport.
The campaign created by Ogilvy Sydney goes through the variety of ways “sore throats” can be caused focussing on people in different circumstances but focussing on the throat region.
https://www.youtube.com/watch?v=etOeURiCvJs&feature=youtu.be
Ogilvy Sydney executive business director Leigh Bignell said: “Our challenge was to talk about sore throats in a different way. We didn’t want to just play in the traditional sore throat season, we wanted to remind people to reach for Soothers when they suffer a mild sore throat, whatever the cause.
“The result is a campaign that we’re all very excited about. It’s one of those ideas that everyone felt passionately about from the beginning, and one that feels right from both an engagement perspective and a brand promise.”
The campaign is running across TV in 30-second and 15-second formats and is supported by pre-rolls on YouTube and in-store activity. A content element will roll out in June.
https://www.youtube.com/watch?v=W51RGhjA2yE&feature=youtu.be
https://www.youtube.com/watch?v=939IiqfyLyI&feature=youtu.be
https://www.youtube.com/watch?v=J1SI_l_8_us&feature=youtu.be
https://www.youtube.com/watch?v=tr2VYPrRt64&feature=youtu.be
Credits:
- Derek Green – Executive Creative Director – Ogilvy Sydney
- Boris Garelja – Creative Director – Ogilvy Sydney
- Andrew Hankin – Senior Copywriter – Ogilvy Sydney
- Andy Cooke – Senior Art Director – Ogilvy Sydney
- Leigh Bignell – Executive Business Director – Ogilvy Sydney
- Sheridan Turner – Group Account Director – Ogilvy Sydney
- Kate Solomon – Senior Account Director – Ogilvy Sydney
- Natalie Mitchell – Agency Producer – Ogilvy Sydney
- Vivian Rowden – Strategic Planner – UrsaClemenger
- Production Company – Photoplay Films
- Oliver Lawrance – Producer – Photoplay Films
- Lars and Joel – Directors – RBG6
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