Business Challenge
Imodium A-D, the anti-diarrhea category leader, was looking to strengthen its market-share and grow sales through the launch of a new liquid formula. When the Imodium brand team first spoke with aim, the brand’s liquid sales were among the lowest in the category, and we knew diarrhea was not an easy topic to address through traditional marketing approaches.
Insight
Diarrhea generally occurs more often during the summer due to heat, improper food storage and preparation, and dehydration. By introducing Imodium Liquid in settings where consumers were likely to encounter diarrhea, we knew the brand would be seen as relevant, and consumers would be more receptive to a new formulation.
Strategy
Given the uncomfortable topic of diarrhea, we used humor to break the ice and then focused our strategy on engaging consumers at locations where diarrhea would be especially mortifying.
Brand ambassadors took to the streets wearing an unusual and attention-getting accessory: backpacks that looked like toilets. They engaged consumers at festivals and high-traffic public locations and turned encounters into action by distributing samples of Imodium A-D Liquid and brochures containing a high-value coupon. TV, radio and print was strategically used to provide air cover in key markets.
Bragging Rights
Sales for the brand increased 21%, and we achieved 100% of our campaign goal, distributing more than 255,000 samples and brochures in the key markets.
