Superbrand Anadin to be revitalised by Spink
14 July 2006
Superbrand Anadin to be revitalised by Spink
Spink Consumer Relations has been appointed by Wyeth Consumer Healthcare to inject new life into the Anadin brand in the UK. Although the Agency won the account without a competitive pitch, it is understood that Wyeth have looked at a number of agencies over the last few years.
It is understood that Spink have been brought on board to undertake a comprehensive media relations campaign designed to communicate the depth and breadth of the Anadin brand whilst establishing a clear brand personality. Employing Spink will be a milestone for Wyeth who have previously handled all PR for Anadin in-house.
Spink will be using the theme - 'for people who just get on with it' - to "re-introduce" Anadin to a wide range of consumer audiences. A range of targeted media campaigns and novel tactics will highlight the existing Anadin portfolio whilst supporting the launch of some innovative new products. PR will work alongside a high profile above the line campaign designed to convert brand awareness amongst consumers to brand users helping to re-position the Anadin brand as analgesic market leader. Currently Nurofen have the top slot although the 16 pack of Anadin Extra is the number one selling analgesic in the UK.
"Anadin is one of those rare gems - a brand that everyone has heard of but no-one really knows what it stands for. The challenge for Spink is to position Anadin as a brand that meets all your pain needs and that has a relevance to a wide range of consumer groups," says agency Director Jo Spink.
Anadin Marketing Manager Amanda Tillett says that Spink were chosen because of their proven media expertise "creating media excitement about analgesics is not an easy brief - Spink demonstrated some really novel and creative ideas whilst demonstrating a real insight into where we want to go with the brand" claims Tillett.
The UK analgesics market is worth £473 million with oral analgesics accounting for 68% of the market. The market is dominated by three ingredients - paracetamol, ibuprofen and aspirin - Anadin is the only brand on the market offering all three. The Anadin brand is currently worth £44.3 million, selling 25 million packs a year.
The Anadin brand was originally launched in 1932 and has recently acquired "Superbrand" status which Spink will utilize to emphasis the strong heritage and performance of the brand.
