The Challenge

Nauzene is an anti-nausea product that was in decline despite running a national television campaign with their previous advertising agency. Nauzene faced strong competition from long-established and dominant category leader, Pepto-Bismol, and they did not possess the media spend to compete for share-of-voice. The brand was dependent on the flu season to drive their business, which limited their ability to grow, so they needed to find a way to breakthrough and escape this seasonal dependence.

The Strategy

J+H knew that Pepto Bismol controlled the airwaves for upset stomach and indigestion, so to breakthrough, we targeted the activity of overindulging instead. First, we developed a creative message that positioned the product as a preventative measure to combat the indication of overindulgence. We then targeted our media around overindulgent holidays, such as St. Patrick’s Day, Thanksgiving, Christmas, and 4th of July. To maximize the media spend and share of voice, we utilized satellite radio to both obtain effective reach and frequency for the campaign and to increase the brand’s share-of-voice as no other competitors were advertising in this medium.

The Result

The brand became a year-round business and achieved 30% sales growth in each of the next two years.