We gave Mzansi's flu fighter a human face
Increase penetration by positioning Med-Lemon as the first line of defence against colds and flu, whilst increasing usage occasions during morning, day, and night.
Complication
Due to lack of brand loyalty in the category, customers sway from brand to brand when suffering from colds and flu symptoms. Additionally, Med-Lemon is perceived to only be a ritualistic night-time remedy.
Solution
We introduced Bra Shakes; a fun and quirky character that our target audience could easily relate to. The community’s go-to man. His presence means you are suffering from flu but he’s there with the only remedy you should consider. He personified the idea of a flu fighter. Our campaign repositioned Med-Lemon as the all-in-one flu fighter that can be taken anytime and anywhere. It presented iBoss Zonke Ye-Flu to Mzansi, in a fun and engaging way.
