Healthcare: Covonia's bull asks how tough are you?

Cough and cold medicine Covonia used its brand character to raise awareness

How tough are you?: Covonia test
How tough are you?: Covonia test

Campaign Winning the Cold War
Client Covonia
PR team Pegasus PR
Timescale May 2008-May 2009
Budget £50,000-£60,000

Covonia wanted to position itself as the brand of choice for treating colds.

Objectives

  • To support and increase sales of Covonia cough, cold and flu products
  • To increase awareness of the brand
  • To position Covonia as the most powerful products for treating coughs
  • To bring alive the Stan the Bull character used in the advertising campaign.

Strategy and plan

Pegasus set up partnerships with leading cough and cold experts and produced 'winning the cold war' tips for the media and an 'ID your cough' resource for the Covonia website. Research was carried out to find cold sufferer personalities, for example 'the martyr' and 'the complainer'. The findings were used as a hook for a series of national interviews with an expert. A 'how tough are you?' quiz was produced for the site featuring Stan the Bull.

Measurement and evaluation

The campaign created more than 100 items of coverage, including in the Daily Mail, Daily Express, London Evening Standard, Daily Star, Woman's Own, Saga and Prima. The 'how tough are you' quiz was completed by more than 8,000 people.

Results

Covonia has grown its share of the cold market by 23 per cent since the campaign began.

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