We faced a bold objective; attain leadership of the cough medicine category.
To challenge the dominance of big-spending brands like Benylin and Lemsip, we needed a brave, highly impactful creative platform.
Overturn dominant category ‘norms’ - most brands portrayed a soothing & caring tone, treating the consumer as though they are weak and ill.
Build a brand identity upon genuine northern brand roots – Covonia is a powerful, no nonsense cough medicine for adults - cough medicine with clout.
Create a stand out brand icon - Stan the Bull, personifying strength and ‘feel it working’ impact.
Deliver a resilient, ‘man-up’ tone across all media.
Maintain exceptional creative consistency (over 16 years so far). No other campaign in the category has endured for so long.
Despite media spend less than 25% of Benylin’s, Covonia became market No.2 (volume sales) in just two years.
The brand has dominated the category alongside Benylin ever since, with more than double the brand share of the No.3 player.
It outperformed the market for the last 12 years and has delivered 85% of market growth between 2012-14.
"Most effective campaign on a small budget", for seven years running (SNAPSHOTC).
“The team challenge expectations, excel at creative cut-through and over-deliver in terms of media. The brand has continually evolved under their guidance, but at no time has it lost the core values that set it apart from its competitors. The results speak for themselves – consistent retail growth over the past decade; market share has tripled and now fast closing in on becoming the UK’s No.1 cough brand.”
Ed Round, Marketing Manager