(Part of a series of ad projects created for Miami Ad School. Fictitious in execution, authentic in intent.)
The problem:
Soothers is a long-time staple of the sore throat remedies category. Yet, despite the advent of sore throat season, the product was being left behind on store shelves. Why? Although consumers are aware of the convenience of Soothers (and prefer their taste over the competition), they’re increasingly opting for home-based or ‘natural’ remedies instead of buying throat lozenges.
The strategy:
The ensuing strategy and executions were created to remind Aussies not to overthink their sore throats. Below is a visual concept for social and in-store advertising, opting for a more direct message aimed at reeling in convenience purchases at point of sale.
Reviving the brand’s association with animals and the play on words that allows (hoarsey, croakey), I wrote two scripts for TVCs and pre-rolls:
