Background:

The objective of this campaign was to introduce the 5 Takabb brand to a new generation via the new spray format whilst also educating them on the efficacy and history of the brand. Turning the brand from something only their parents or older family members used into their choice when in need of a cough remedy.

Idea:

Gen Zers do not always trust direct brand messages or celebrity endorsements but rather prefer testimonials from real people. To remove this barrier, 5 Takabb’s approach was to speak from a Gen Z perspective in a fun and entertaining way, using the right influencers and tailored creatives at touchpoints that Gen Zers spend most of their time on.

Implementation:

The approach centered around a five-minute hero film showing the benefits of the 5 Takabb product in a humorous, entertaining, and easy-to-digest way taken from the younger person’s point of view, focusing on the effective yet gentle cough remedy.

The video and message were then adapted to multiple platforms to reach the target audience. Each aimed to generate awareness and reinforce the message and reach both those that may already be familiar with the brand but have forgotten about it, as well as new, younger audiences.

Result:

2.4 million views in 24 hours
100% brand recall for the new spray SKU
100% recognition of the spray SKU from pharmacy customers
900% uplift in spray SKU sales
90% uplift in original SKU sales