Both the Cough & Cold and Immunity categories in pharmacies face their own unique challenges. Cough & Cold was cluttered with familiar brands trusted to provide effective relief for the whole family, while Immunity was still in its infancy, overlooked by both retailers and shoppers.
Our challenge was to win shoppers’ attention in the competitive winter months with the launch of Zarbee’s new Cough & Cold and Immunity products, unlocking critical display space for their four new SKUs, while landing both the naturality and effectiveness of the products compared with the competition.
Parents turn to familiar brands because they trust them to provide relief, but the downside is they often use harsh chemicals to achieve the results.
Zarbee’s takes one of nature’s finest ingredients and merges it with a healthy blend of science to create a powerful healthcare remedy. And with UK shoppers showing a growing interest in naturally sourced products, it was the perfect time for Zarbee’s unique proposition to enter this market.
Zarbee’s sits at the intersection of nature and science, and our impactful campaign highlighted their unique
positioning for this new product launch.
Using natural cues to deliver impact and generate distinction and awareness in pharmacies, we created rare crave appeal not often seen in the category. Warm honey drips and honeycomb structures communicated naturality while complementary colours made the products easy to shop yet unified under a single brand. Additionally, fixture structure emphasised the importance of both ranges and encouraged portfolio shopping, which was unique for Zarbee’s.
Exceeded
annual sales targets
#5
cough brand in the UK
1st
healthcare brand to activate Category Takeover in Boots
6
store takeovers
POPAI
Bronze Award Win for Instore Campaign
