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Prospan is Australia's No. 1 children’s cough medicine – with 65 years of global heritage – now sitting under the mother brand of Flordis clinically proven natural medicines. Due to … read moreincreased competition in the natural cough relief category over recent years, our challenge was to fight off the new rivals and affirm Prospan's position as the leader in its category – demonstrating that its unique ivy leaf formulae is the most effective remedy for a persistent chesty cough.
Targeting both the consumer and healthcare professional spaces, our strategic planning included a mix of traditional, digital and data-driven activities designed to capture the attention of our target audience. This initial launch phase has begun with print, digital and POS to introduce our bold new message 'Don't ignore a cough, Prospan it', which insightfully captures how a lingering cough can impact the whole family. Although the creative is already gaining positive attention in the marketplace, we're equally excited about the data-driven activities due for launch in the next digital phase – ensuring that Prospan's message is seen at the perfect time, by exactly the right audience.
Having just launched, results are still rolling in – but we're already seeing signs of Prospan breaking away from its new rivals and affirming the No. 1 position. This launch activity marks the beginning of a continued customer journey that AFFINITY will roll out over the coming months, and we're confident that our unique AFFINITY approach will deliver record-breaking results for Prospan and the Flordis parent brand – just like it has for our other clients.
read less...Group Marketing Manager – Michael Aylward
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