07 Juli, 2017
J. Walter Thompson South Africa wins Bronze Apex Award for successful Sinutab repositioning campaign
Cape Town, South Africa 7 July - J. Walter Thompson South Africa was awarded a Bronze Apex Award for their strategic repositioning of Johnson & Johnson's Sinutab, through a memorable campaign that saw an incredible 25% net sales increase in its launch year.
Since its inception in 1995, the APEX Awards, which are hosted by the official, representative body for the Communications and Advertising profession in South Africa, The Association for Communication and Advertising (ACA), honour the demonstration of both strategic and creative effectiveness of a campaign’s communications performance leading to client profitability. Each piece of work is judged by a stringent process that requires proof of performance through measurable results that add value to the client.
Sinutab, a priority over-the-counter brand (OTC) from Johnson & Johnson had historically been marketed as an allergy brand that delivers sinus congestion relief. The brand looked to redefine its positioning to be the solution to unblocking the entire head (blocked nose, head cold and sinus), allowing them to be applicable across both the Cold & Flu and Allergy categories.
This strategic shift was the catalyst for the "Sinutab Clears Your Head" campaign. The campaign was brought to life through a truly memorable television commercial that relied on hyperbole to humorously exaggerate the effects of a head cold. The widely recognised and much-loved commercial featuring people with oversized heads drove equity building and, importantly, brand differentiation in the OTC category. Over the campaign period, other key channels, such as radio and digital were introduced to amplify awareness and regularly engage the target market to drive affinity.
The campaign was a huge success for the business, resulting in 37% growth from 2014 to 2016 in net trade sales and a noteworthy 25% lift in the first year of the campaign. Year on year the brand saw market share increases across both the Nasal prep and Cold & Flu prep categories as well as steady volume growth. This was no small feat in a highly competitive category.
Speaking about the incredible results, Jeanette Koller, Portfolio Manager at Johnson & Johnson, said: “What a very smart campaign solution to a smart brand solution that really delivered for us. Thirty-seven percent net trade sales value growth from 2014-2016, what a win!”
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J. Walter Thompson Company was founded in 1864 and has been making pioneering solutions that build enduring brands and business for more than 150 years. Today the company has evolved to include several global networks including J. Walter Thompson Worldwide, Mirum and Colloquial.
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