Fisherman’s Friend is launching a digital campaign on its UK Facebook page to promote the unique strength of the lozenges and drive brand awareness in the lead-up to the key winter season.
With a view to tapping into a younger male audience, the campaign which centres around a competition, invites consumers to submit a photo or video of their ‘moment of strength’ – a moment which requires you to dig deep and find that true British grit, inner strength and determination to get through a challenging task.
The promotion comes amid a successful sales period for the brand – which boasted double-digit growth in terms of value (+11% year-on-year) and a notable increase in volume (+6.7% year-on-year) for the 2011/2012 cough and cold season – despite a record low in the occurrences of coughs and colds in the UK, and bleak winter sales in the medicated confectionery category as a whole. Nearly 150 years after the first Fisherman’s Friend Original Extra Strong lozenge was produced, sales of the medicated sweet are continuing to rise, with the flavour still experiencing growth at over 8.0%.
The sales boost follows the brand’s biggest-ever integrated marketing campaign in 2012, including TV advertising, digital, social media, sampling, in-store promotions and sponsorship of a string of the toughest challenges in Europe – The Fisherman’s Friend Strongman Runs.