Imodium: Turning leadership into dominance - IPA Effectiveness Awards Case Study 1998

Brief Description: Until 1995 the anti-diarrhoeal market had little brand awareness and consequently little adspend. The decision to invest in TV advertising increased Imodium' s market share from 25% to 42%. Product achieved market leadership in 4 months. When the share began to drop a new campaign raised the product's value share to 57%. By the end of 1998 the ad investment or £1.6m was recouped ;---(TAGS)--- Full Title: Imodium : turning leadership into dominance ; Number: 1998/27 ; Brand Name: Imodium ; Client: Johnson & Johnson. Msd ; IPA_ProductCoding: Pharmaceuticals (Digestive remedies) ; Agency: Saatchi & Saatchi ; Author: Bhanita Mistry, Craig Mawdsley ;