Page 20 - Fisherman's Friend Case Study

2016 saw Fisherman’s Friend challenge Canadians to
“suck it up” during cold and flu season by introducing a

new offering that evoked the product’s tough roots,

The brand equated its product with tough love for

consumers' throats, telling them to "Suck it Up."

With relatively flat sales since 2014, Fisherman’s Friend

tried to re-invigorate its brand in Canada and reach a

younger demographic, without alienating its loyal older

base.

“The idea was that Fisherman’s Friend is like tough love for

your throat. The distinct taste of its leading product –

Original Extra Strong – led to the creation of the “Suck it Up”

campaign, using first world problems to show how some

have become softies.” (20)

In a 30-second TV commercial, Fisherman’s Friend

introduced the new tagline “suck it up”. The advert

featured tough men from the past who, despite having a

cold or the flu, were still able to swordfight, bare-knuckle
box and fight bears. The spot then cut to a modern-day

man, sick in bed, with a voiceover saying, “suck it up.”

“The positioning is ‘tough love for what ails your throat’

because [the product] was very much for a strong personality

and extreme weather.” (24)

“The agency trolled people posting about first world

problems, telling them to “#SuckItUp.” It also created

“Disgruntled Grandma” video responses and used radio

personality Todd Shapiro to create on-the-street content. The