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Fisherman’s Friend gets new campaign from new agency
Fisherman’s Friend is showing some attitude with the launch of a new national ad campaign.
Launched earlier this week, a TV spot from new agency JupiterMoon follows the day in the life of a young successful woman, using a blend of live action and animation. The spot promotes the cherry, lemon and mint flavours, and ends with the new tag line “Relief with Attitude.”
Christopher Stavenjord, partner at the Toronto-based agency said Fisherman’s Friend is known for its strong taste, and the ad connects that with the character’s inner strength.
“The spot clearly identifies that strength and attitude from the visual design…right through to the track…through to the key imagery,” he said. “This woman is successful, she’s strong.”
Stavenjord and Ron Bala opened JupiterMoon in July, offering brand building, advertising, promotions, guerrilla marketing and graphic design.
“We are a group of creative individuals with the expertise to develop innovative strategy and solutions for the entire marketing spectrum,” states the agency’s website.
The objective of the Fisherman’s Friend is to build long-term growth among younger adults and females, said Stewart Schneider, marketing manager for TFB & Associates Limited, the Canadian distributor of Fisherman’s Friend.
“We want to stimulate long-term growth, so we’re looking to bring new users into the brand at an early stage in their life cycle, and a point in time where they might be looking for something slightly more effective,” he said.
Schneider said the company, with the help of consumer tracking, identified an opportunity to build additional usage among women, which currently represents 40% of the brand’s consumer base.
The brand has a 40% share of package volume in the medicated throat lozenge category, and is currently the number two brand in the cough drop category, behind Halls.
Banner ads, point of sale materials, and a revamp to FishermansFreind.ca are planned for next month. The campaign wraps up in February, with MediaCom handling the media buy.
The commercial was produced and directed by Tantrum Design, with original music and soundtrack handled by Brad MacDonald Music Ltd.’s.
