We all know that pastilles and grandmothers go hand in hand. Now, there’s nothing wrong with that, but when Läkerol started to get compared to a grandmother, it was time to change up their strategy. It seemed they had lost their mojo and the connection to the young part of their target group. So, we had make people talk about something else.
Without any new products to tell them about, we needed our current line up to become the conversation starter. And so it did, by asking the target group a very personal question: do you suck or chew (a Läkerol)? As the case movie will show, that really got the conversation going.