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Afrin
Afrin is your powerful support in serious tests.

RAN IN: Russia

CLIENT
Bayer

AGENCY
PHD *Lead Agency


BBDO Moscow *Lead Agency


Media Direction Group


FUSE BBDO


Digital BBDO


SUMMARY

Afrin is a young brand in category of nasal medicines. Following established in category communication and media rules, by the beginning of 2017 brand hasnt managed to "reach out" to consumer. How to become heard being a newcomer? To declare yourself from the main stage of the country - in "Golos" show. Brand found free from competition territory of TV sponsorship and placed in the heart of communication - not product, but true emotions. During project sales showed double-digit growth, by 15 pp. reduced number of people not understanding Afrin's product advantage.

CASE VIDEO


Audience: In 2016 in Russia each person bought two nasal medicines on average*. So the brand addresses a broad target audience (people over 6 years old according to instruction). *IMS data on nasal medicines and sea rinsing water  

Objectives: As category consumers make their decisions quickly (as soon as they get a runny nose, they immediately go to the pharmacy), it is important for a young brand to fix in the consideration list to grow further (Table 1).  

Type: B2C

Language: English, Russian