Benadryl Film HOW THE SOFT SELL SOLD HARDER by Bates London

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Industry Health & Pharmaceutical Products
Media Film
Market United Kingdom
Agency Bates London
Released September 2000


IPA Effectiveness Awards 2002
The Winners - Bronze

Credits & Description

How the Soft Sell Sold Harder

Pfizer have used both Persuasion and Involvement/Saliency advertising models whilst building Benadryl into the market-leading Hayfever brand. A comparison of the two different advertising campaigns demonstrated that the ratio of adspend to sales was better with the Involvement/Saliency model (£1spent: £4.30 sales) than the Persuasion model (£1 spent: £3.50 sales) - contributing to an extra £1.8m to the brand in 2001. In this case history, the soft sell sold harder!
Title "How the Soft Sell Sold Harder"
Agency Bates UK
City London
Advertiser Pfizer
Brand Name Benadryl
Product Name OTC Allergy Treatment
Business Sector Hygiene & Personal Care Products
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television
Creative Director Andrew Cracknell
Art Director Andy Rott
Copywriter Neil Pavitt
Director Tom Baxandall
Account Planner Catriona Tate
Advertising Manager David O'Sullivan