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: Imodium ; Client: Johnson & Johnson MSD ; Product Category: Pharmaceuticals (Digestive remedies) ; Agency: Saatchi & Saatchi ; Author: Bhanit Mistry, Craig Mawdsley ; Prize Winners: 2 Star (Adworks ref: Advertising Works 10)