Page 19 - Fisherman's Friend Case Study

The commercials also focused on facial expressions of
the participants experiencing the powerful taste of

Fisherman’s Friend.

Television and social media (Facebook) were targeted in a

broadcasting period of two months which resulted

dramatically increased consumer engagement with the

Fisherman’s Friend brand, as well as making the

campaign go viral.

The combination of TV advertising and complementary

digital marketing activity resulted in, despite a 10%

decline in the medicated throat sweet market due to the

lack of coughs and colds during period, Fisherman’s

Friend sales increasing by 14%.

In May 3013 Fisherman’s Friend launched an Australian

campaign including TV, digital, shopper activity with

outdoor rolling out in future bursts. The aim of the

campaign was to shift Fisherman’s Friend into the
growing mint market and attract mint users to the fresh

and cooling taste of its sugar free Fresh Mint flavour.

For the company all elements of the distribution channel

were attacked:

“Trade marketing for impulse brands such as Fisherman´s Friend has become a main area for
commercial success and strategic development of brands. This platform offers specific
information and is supposed to provide best practice exchange from all markets, a wide range of
standard, seasonal and special promotional items out of the Fisherman’s Friend world for both
promotion, advertising and sampling as well as visibility and distribution tools for all kind of
channel specific needs.” (FF) http://ff-marketing.com/