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Nytol
SAYING GOOD NYTOL TO SLEEPLESSNESS

RAN IN: UK

CLIENT
Perrigo

Christina Lindquist, Senior Brand Manager

AGENCY
Lucky Generals *Lead Agency

Alice McGinn , Strategy Director
Loz Horner, Strategy Director


ZenithMedia

Katie Metcalf , Planning Manager


SUMMARY

Usually, advertisers don’t want to send people to sleep. But we’re proud to say our campaign for Nytol did just that. Our challenge was to convert 8 million insomniacs to Sleep Aids, reversing a 4% category decline and increasing Nytol’s share of market 2.5% ppt. By demonstrating understanding of what sleeplessness is like, our campaign helped make sleep aids a perfectly normal thing to take. In doing so, we grew Nytol’s share of market 6ppts YOY and returned the category to growth, growing it 2.5% vs. our target of 0.7%

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: OOH ;RADIO ;SALES PROMOTION ;SOCIAL MEDIA ;TV;PPC

Audience: ABC1 men & women aged 35+ (albeit with a slight male skew) who were not users of Sleep Aids

Objectives: Increase Sleep Aids category penetration, growing the total category by 0.7%

Type: Business to Consumer

Classification: National

Language: English