Page 18 - Fisherman's Friend Case Study

The Brand

Fisherman’s Friend has an export- focused strategy which

sees the brand expanding rapidly in China. To aid this it

had expanded, by 2000, its factory in Fleetwood to

600,000 sq. ft. In 1980 it was 34,700 sq. ft. With continued

expansion of the site it is able to meet the ever-increasing

demand for product, currently producing 5 billion

lozenges.

The objective for the brand is to have it positioned by the

store tills and if not there then in the confectionary

section. The brand’s problem is rotation as the brand

sells very quickly for a cough drop, but not for a typical a

sweet.
In order to maintain both its appeal and its relevance

Fisherman’s Friend has changed its branding,
communication and products.

In 2012 Fisherman’s Friend targeted those looking for an

exceptionally strong and challenging taste whilst

highlighting its uniquely British, traditional qualities of

honesty and strength with the accompanying adverts

having the strapline of ‘Talk about strong’

In the adverts one featured a cranky British taxi driver,

and the other featured plucky British foundry workers,

emphasizing the industrial strength of the Fisherman’s

Friend lozenge.