Page 29 - Fisherman's Friend Teaching Note

between 18 and 34 to their product base. They have done
this through innovative advertisings to attract the

younger generation e.g. adverts from Canada, Australia
and the U.K. using humour (see Appendix 1) and readily

identifiable characters.

May 2013 saw LOF launch a campaign which included TV,

digital, shopper activity with outdoor rolling out in future

bursts

Fisherman’s Friend is a long-standing brand in Australia

that has a lot of goodwill as a menthol based medicated

lozenge. The aim of the campaign was to shift

Fisherman’s Friend into the growing mint market and

attract mint users. To be successful in this repositioning

needed the communication to be remarkable and

memorable – dressed in red vinyl and carrying a large

fish, may well be thought provoking.

Canada 2016 (20)

Likewise, the “tough love” campaign of 2016 in Canada
was ideal for the older loyal fan base, and the brand’s

traditional TV and radio media plan aimed to reach them.

But it also needed to engage a younger audience, so it

made a significant shift to social and online, with Twitter

as the main channel.