Doubt in a cold climate
Background:
Prospan is a natural cough remedy, suitable for young children, and is marketed by Flordis, a natural medicines company.
For the winter of 2016, we predicted when children all around Australia were going to have cough symptoms, on a suburb-by-suburb level, and turned on our advertising to their parents only then.
Our approach was driven by three challenges.
Minimal budget
The cough, cold and flu category is dominated by pharmaceutical giants with huge marketing budgets. The 13 major brands that make up the monitored cold and flu category spent approximately $25 million in 2016. The total budget for Prospan weighed in at less than one percent of the overall market.
Busy mums
As they are the primary caregivers, time-poor, hard working mothers of young
