Project Outcomes
- Nurofen claims number one position in first campaign
- Optrex moves from 2% market share to market leader
- Campaign rolled out through Europe, Asia and North America
A Global Communications Platform For Reckitt Benckiser
The Masthead Advertising series ‘Live Well’ (‘Living Well’ in the USA) provides Reckitt Benckiser Health with a global communications platform for its portfolio of health brands including: Nurofen, Lemsip, Gaviscon, Mucinex and Airborne.
‘Live Well’ explains medical problems and solutions to help educate consumers about conditions, product properties and modes of action, to drive trial and sales.
Background
With consumers becoming increasingly interested in managing their own health, RB saw the business potential in creating a way to address consumers’ questions and concerns in a credible, authentic way.
Brief
Our brief was to devise an informative, educational advertising vehicle with the versatility to feature any and all of Reckitt Benckiser’s health brands.
Any solution had to be customisable, so that geo-specific challenges could be addressed. It had to easily complement any planned mainstream branding campaigns. And it had to ensure a local ad production budget wouldn’t result in inconsistencies with existing global brand guidelines.
Now Screen’s solution was a Masthead umbrella campaign that could grab attention via the mention of common health concerns, and solve them by showcasing products from the entire RB portfolio.
At the heart of this formula was education – delivered in an empathetic insightful narrative, with interesting and engaging product demonstrations and strong calls to action, all done in a consistent, controlled and cost-effective manner.
We used to say, ‘Sell the sizzle,’ but now people want to know what the cow ate for breakfast!
Format
Each ad opens with the Masthead title ‘Live Well – Health advice you can trust’ to emphasise that what viewers are about to see is more akin to editorial than traditional advertising. It’s similar to Branded Content or Native Advertising, but the advertiser retains 100% control over what it says and where it runs.
‘Live Well’ explains medical problems and solutions to help educate consumers about conditions, product properties and modes of action, to drive trial and sales.
Research
People are increasingly losing any trust they had in advertising (only 15% of people agree that advertising tells the truth in UK Product of the Year research). Time-poor consumers just want the facts so they can make up their own minds (The Leading Edge Brand News research). We used to say, “Sell the sizzle,” but now people want to know what the cow ate for breakfast!
As advertising moves more to content, consumers are increasingly responding better to brands that make their lives easier by providing useful news and advice. Most categories now have one brand that’s recognised as the most helpful, because whichever brand that is tends to lead the market.
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