From repellent to compelling or how Jungle Formula took the sting out of summer  (2011)

Silver award winner

Campaign: From repellent to compelling or how Jungle Formula took the sting out of summer
Brand: Jungle Formula
Client: Omega Pharma
Entrant: VCCP
Principal Author: Andrew Perkins - VCCP
Contributing Authors: Amy Whittaker - VCCP, Elspeth Fisher - Total Media
Credited Companies: VCCP - Creative Agency, Total Media - Media Agency, VCCP Health - Partnership Agency, Omega Pharma - Client


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Jungle Formula operated in a category with no major investment in communication for two decades, relying instead on the summer season to drive growth year-on-year. However, the credit crunch of 2009 affected the brand, with the first fall in foreign holidays since the 70s meaning the category declined. To address this, a TV campaign in the summer of 2010 was aimed at broadening the appeal of the brand and building fame in time for the holiday season. Within six months perceptions of Jungle Formula were changed. Most importantly, despite the lack of historical data, they demonstrated a short-term ROMI of just over 1:1.03, securing funding for new marketing investment for the following year.

Judge's Comments:

This case study is proof that an FMCG brand with a low budget can reposition themselves in a difficult market, taking their competitors on in a very effective way. Elizabeth Fagan, Marketing Director, Boots UK