Client: Bayer Consumer Care
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.
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.
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.