ALLIANCE PHARMACEUTICALS / RESEARCH, STRATEGY, ADVERTISING CAMPAIGN
Anbesol offers fast and effective oral pain relief from mouth ulcers and denture irritation through their adult strength gel and liquid products.
They needed a new brand platform and campaign to help them stand out against competitors, improve conversion and increase brand awareness.
We began with consumer focus groups to uncover the key insights which would provide the basis for a new and ownable brand proposition. Mouth ulcer or denture irritation pain can be a personal and lonely battle. If you can’t take control of your pain, then your pain can take control of you.
Our revised brand purpose for Anbesol was to remove the fear and misery of mouth pain and put people back in control. This led us to our new brand platform: ‘Master your mouth pain’.
The campaign was rolled out across various print and digital formats, with the creative encapsulating our platform within a targeted mouth graphic. This makes the purpose of Anbesol’s product range immediately clear and distinguishes them from a similar sounding, well known brand used on the opposite end of the body (an unfortunate confusion we discovered needed addressing through our focus groups).
Anbesol liquid is suitable from 5 months. Anbesol Adult Strength Gel is suitable from 12 years+ and is not for use in teething infants. Always read the label.
“We tasked Superstar with refreshing Anbesol’s creative and modernising communications for both HCPs and consumers, all while navigating some very strict regulations. Despite the challenges, they nailed it, delivering a new campaign that’s modern and impactful. We’re absolutely thrilled with the new creative.”
Amelia Godwin
Assistant Brand Manager
Alliance Pharmaceuticals