Critical Brand Issues

1. Lack of product differentiation

(i.e., utilize the same active
ingredient and has the same in-
use effect as other
expectorants)
2. Currently, weak leaverage power of
the “Strepsils” brand: the brand is
not salient in the minds of
consumers today, and it seems to
have no strong connotations of
effectiveness
3. More importantly, wet cough
sufferers have a strong propensity
to gravitate, often automatically
with without hesitation, towards
traditional brands which they know
work well for them (e.g. Bisolvon
and Solmux)
 Brand Opportunity
1. The category has a strong
“tradition” of highly functional
and scientific consumer
communications and brand
imagery
2. The un-minded equities of the
“Strep” mega-brand can enable
the new product to adopt a
different and more “human”
approach to cough with phlegm
-
• It has a mega-brand character
that can be described as being
more responsive to the needs of
cough sufferers – due to a
tradition of uncoventional throat
relief solutions (i.e., lozenges)
• Has an “owned” brand feature
that manifests this character: the
pleasant tasting medicine
 The “Human” Cough Solution:
Some Consumer Insights
• When dry cough evolves to also include
phlegm, people suffer immensely – not
only from the discomfort of having a
cough, nor only from the low
productivity that comes with the
sickness.
• Most of all, they suffer from extreme
psycho-social punishment: the
thought of causing unnecessary yet
significant embarrassment on
themselves when coughing with
phlegm.
 The Psycho-Emotional
Punishment of Wet Cough
• There is a lot of fear on the part of
the cough sufferers of their phlegm
“exploding” uncontrollably as they
cough in the company of others (e.g.,
in the FX, in the office).
• At this point. They know they
need to put an end to all the
physical and emotional
punishment.
 An Additional Punishment
• With so much discomfort –
physiological/physical, plus the
psycho-emotional – that comes
with the cough, the last thing they
really need is more punishment.
• Currently though, they willingly
submit themselves to an
additional form of discomfort just
to cure the cough – the punishing
taste of drinking cough syrup.
Their mindset –
“matinik ang kalaban, dapat matinik
din ang solusyon!”
The Key Consumer Insight

Cough patients suffer both from the

cough and the medication.
 The Challenge for Strepcof

To convince consumers that efficacious

cough solutions need not be as
unappealing as the cough itself.
How Strepcof Can Be a Better Solution

There’s a more pleasant yet equally

efficacious way of treating your
cough with phlegm.
Product Truths:
• Contains Guaifenesin to melt
grotesque phlegm to take away
the cough, with a surprisingly
pleasant strawberry taste
• Comes from the only “total throat
relief” expert – the makers of
Strepsils
 Brand Ambition

The smarter and more human

solution to cough
 Conceptual Target
Exacting Cough Solution Seekers

• Suffers of cough with phlegm and its other

adverse effects – physical discomfort, low
productivity, and a fear of embarrassing
oneself with their wet cough.
• However, these are very pragmatic
individuals. They know they are suffering
hard, and know that they’ve suffered
enough. They won’t settle for medicines
that would provide immediate relief – but
with a catch to it.
 Their Core Desire

A better way to relieve myself of cough with

phlegm.
How Strepcof Can Fulfill This Core Desire

Strepcof provides immediate relief that

does not give additional yet unnecessary
punishment to the sufferer.
 The Compelling Truth
• Contains Guaifenesin to melt
grotesque phlegm to take away the
cough, but with the pleasant
strawberry taste that one can only
expect from the makers of Strepsils.
 The Selling Idea

You don’t have to suffer twice!

 The Task
Given a P60M budget, prepare a
one-year complan with creative
execution to re-launch the brand.