Adams Foods wanted to communicate to consumers that Soothers weren’t just for when you caught a cold and that you could enjoy them any time of the year to help you with all sorts of lifestyle activities.
We created concepts for a below the line campaign which demonstrated their uses utilising a heart symbol on contemporary black and white lifestyle photography. The compelling theme – ‘Tender loving care for throats with modern lifestyles’ was central to the consumer proposition.
The concepts succesfully communicate reasons to buy Soothers for everyday lifestyle occasions rather than when you just have a sore throat due to a cold.
