A demonstration of

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Chat show cure

We boosted sales of a Colombian sore throat cure with on-air demonstrations.

The challenge

Novartis wanted to boost sales and market share for Mebucaina, its sore throat lozenge brand, in Colombia. However, the budget for our campaign was only one-third of the leading competitor's spend, so we needed to find a strong, simple idea that would communicate the message effectively.

Our insight

A sore throat makes speaking difficult. For presenters on live TV or radio, this is a serious problem but also an opportunity for an on-air ‘demonstration'.

Our solution

We recruited well-known TV and radio presenters, including Colombia's leading chat show host, to simulate a sore throat during their broadcasts. At the mention of Mebucaina, their throats appeared to clear enabling them to continue with their shows. By using this product integration technique, we achieved wide coverage and outstanding exposure at low cost.

The results

• Increased sales by 17% (10% more than the main competitor)
• Jumped to number 2 in category.