Fisherman's Friend
Product Campaign Repositioning
Fisherman's Friend has many product extension based on flavor while the market still perceived Fisherman's Friend as a medicine candy which resulted in small quantity of sales. Thus we propose a series of campaign to rejuvenate the brand and positioned it as the coolest candy not only for sore throat but also for various occasions and reasons. Although the idea got an applause from everybody, it doesn't passed because lack of budget. Up to now, we still believe that this is a great campaign strategy which we are very proud of.
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