Winter was bleak across the medicated confectionery category, but Fisherman’s Friend has reported impressive sales for the 2011/2012 cough and cold season.
Despite a record low in the occurrences of coughs and colds in the UK, Fisherman’s Friend bucked the trend across the declining category, boasting double-digit growth in terms of value (+11% year-on-year) and a notable increase in volume (+6.7% year-on-year).
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 is due in part to the brand’s biggest-ever marketing campaign, aimed at targeting a younger male audience for the first time.
Kicking off with the launch of two new TV advertisements in January 2012, the brand’s 2012 integrated marketing campaign included digital, social media, sampling, in-store promotions and sponsorship of a string of the toughest challenges in Europe – The Fisherman’s Friend Strongman Runs.