Fisherman’s Friend is using its ownable assets to cast a wider flavour net.
The “Reel It In” spot sees the lozenge brand’s old-timey angler popping out of a suitcase and a grand piano to hero multiple products, including its seasonally appropriate Orange Spice.
“The Fisherman’s Friend brand has always had fun with its campaigns, which we appreciate and believe the viewers do, too,” says Voula Papadakos, marketing manager at Fisherman’s Friend. “We leveraged a powerhouse of ownable assets, including the iconic fisherman himself, to maintain that unique and engaging approach.”
As Papadakos explains, Fisherman’s Friend is often associated with the anchor SKU, which embodies the Original Extra Strong flavour.
“As such, we wanted to let the next generation of users know that we offer the same mighty menthol in a variety of crowd-pleasing flavours. This helps showcase the brand’s breadth and cater to diverse consumer preferences.”
The brand’s demographics typically lean towards consumers 55 years and older, Papadakos explains.
According to Papadakos, fans use Fisherman’s Friend for day-to-day throat ailments, but the CPG also wanted to get the word out to a new, younger audience about the versatility of its lozenges, to include not just cold and flu, but a variety of everyday ailments.
Focusing on multi-use, is something that competitors like Ricola have done as well.
By leveraging connected TV, YouTube, Amazon Prime and other digital channels, the “Reel it In” campaign aims to introduce Fisherman’s Friend to a broader Canadian audience, while also reinforcing the brand’s position as a versatile solution. The media mix leverages a combo of OOH activations, paired with “unignorable digital placements.”
“The platform-native creative and connected TV tactics are a new way for us to execute and support campaigns at Fisherman’s Friend,” Papadakos notes.
The “Reel it In” campaign is supported by Fisherman’s Friend AOR Arrivals + Departures, which led the brand positioning, creative strategy and campaign development and execution of this omni-channel campaign, as well as paid social media planning and execution.
Conversation Agency guided public relations efforts to enhance brand visibility and engagement along with brand partnerships. EssenceMediacom collaborated with Fisherman’s Friend to craft the media strategy.
