Boiron USA
Pure Branding turns a flu remedy's liability into a memorable asset. The only side effect is a 100% sales increase.
Consumers couldn't pronounce the name of Boiron's flagship homeopathic flu medicine. That was good news.
Overview: Boiron USA sought to expand their flagship flu medicine beyond the natural channel and into the mass market.
Challenge: Consumers couldn’t recall or pronounce the name of the product.
Solution: A campaign that turned a difficult-to-pronounce name into a memorable asset: “Tough to pronounce. Even tougher on your flu.” Recognizing that what consumers really want is to feel better, Pure Branding developed this catchy campaign by steering clear of ingredient benefits and "natural" claims.
The campaign helped to double U.S. sales, and was recognized in the Creativity 35 Awards.
Challenge: Consumers couldn’t recall or pronounce the name of the product.
Solution: A campaign that turned a difficult-to-pronounce name into a memorable asset: “Tough to pronounce. Even tougher on your flu.” Recognizing that what consumers really want is to feel better, Pure Branding developed this catchy campaign by steering clear of ingredient benefits and "natural" claims.
The campaign helped to double U.S. sales, and was recognized in the Creativity 35 Awards.
Deep blue backgrounds were used on all collateral to create a unifying presence that allowed the contrasting colors of the product to "pop."