See how this award winning tactical press campaign grew the category by 62.3% and increased value share by over 6% points.
Jungle Formula is the number one insect repellent brand in the UK and has been around for 20 years. The brand had experienced steady growth, benefiting from increased overseas travel. However, during the recessionary period a brand perceived only for the 'Jungle' did not hit the spot with consumers, who were trading down on both holidays and their insect repellent.
To capitalise on the trend towards less 'adventurous' travel, an 'Outdoor & Camping' SKU was developed primarily targeted at the UK domestic travel and 'staycation' market, with the objective to remind customers that Jungle Formula is "not just for the jungle" but also appropriate for use in the UK and Europe.
The campaign for Jungle Formula was deployed solely through a tactical press campaign timed around key cultural events and weather conditions, capitalising on the volatile media market last summer during the Jubilee and Olympic periods. The nature of this medium allowed us to reach millions of consumers daily, typically in the morning before they make their purchase decisions, as well as enabling us to hold back until the very last minute before committing to purchase media space.
The press campaign was extremely effective in increasing Jungle Formula sales as well as driving growth in the overall category of insect repellents. We solely
drove category growth of 62.3%, increased value share by over 6% points and brought in over 100k new shoppers to the category.
The campaign also won an OTC award for the Best OTC Marketing Campaign in Press and/or Out of Home.