Feature

IPA Effectiveness Awards 2010: Bronze Award - Berocca

Title: Moving from sickness to health: how Berocca achieved big growth when it stopped acting like a multivitamin

Client: Bayer Consumer Care

Entrant: JWT

Authors: Jennifer Baldwin, Sibel Akel, JWT

Credited companies - Creative agency: JWT; media agency: Mindshare

Media used: Cinema, TV, viral/social media

IN A NUTSHELL

Berocca's campaign appealed to consumers to be in top form, successfully resulting in a payback of £2.02 for every pound invested.

SUMMARY

By 2008, even after 19 years in the UK market, Berocca remained a small brand. This paper shows how communications helped Berocca answer its company's bold ambition to make it a larger brand. It did this by moving Berocca from the stagnant world of multivitamins, focused on persuading consumers of their deficiencies, into a growing world that appealed to consumers to be on top form. The result was a campaign which delivered a payback of £2.02 for every pound invested. Furthermore, Berocca became the largest multivitamin brand in Bayer UK, and the third largest brand in its consumer-care portfolio.

JUDGE'S COMMENT

The Berocca campaign is a worthy example of the way effective marketing can generate impressive results from a minuscule base.

John Petter, managing director, BT Retail Consumer.

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