APEX Awards 2016 - iliadin® "Man Flu"
By using insight driven creative work, in combination with a compelling product efficacy claim, in four short months iliadin® and Joe Public United stemmed the brand's market share loss and even stimulated recovery as iliadin® grew 3% ahead of the market.
This campaign saw an improvement across most key brand and business metrics - from improved brand awareness and commitment to increased share of recommendations over-the-counter within pharmacy, to the most important metric - stable market share leadership. These results are testament to the fact that when communication combines the magic of consumer insight and the logic of a strong product intrinsic this communication can affect real business returns.