The Problem
Bactidol has strong brand awareness, but low penetration. Its communication has largely focused on virus protection, limiting its relevance outside seasonal peaks. At the same time, the brand lacks a strong megabrand identity that can unify and strengthen its Lozenge and Cough portfolio.
The Strategy
Turn Modern-Day Warriors who power through sore throats and sickness with home remedies into early Bactidol users by making them recognize the risks of ignoring the first sign of an itchy throat—and encouraging them to Agap agad with Bactidol at the first itch.
