Spruik and Demazin encourage Kiwis to Stop the Snot

Banned from pharmacy shelves since 2011, cold and flu medicines containing pseudoephedrine were reintroduced into New Zealand in June of this year.

The new legislation saw the relaunch of Demazin Original Cold + Flu Relief Day + Night Tablets to a whole new audience, and with that a new advertising campaign by Auckland creative agency Spruik.

Spruik Business Director, Kathryn Dunn, says, “Cold + Flu is a highly competitive category anyway and with the reintroduction of pseudoephedrine, we had a slim window to bring the concept to market from when the legislation was brought back into law. There were lots of timings that had to align”.

Spruik Creative Director, Stacey Morrissey, adds, “Our research showed us that from the beginning, we needed to present a clear proposition without falling back on abstraction. As the campaign has a considerable OOH emphasis, we just didn’t have the dwell time to work a complicated narrative, as mental availability was our main aim.

Relaunching Demazin demanded a campaign hook that engaged everyday Kiwis with a cheeky no-nonsense statement, she explains.

“‘Stop The Snot’ speaks directly to the most annoying and embarrassing symptom of a cold – a runny nose.

“The campaign aims to jar the viewer with a memorable message, using a highly divisive word, such as ‘snot’, we were able to conjure an emotional response – en masse. Whether it is a word people use, pretend not to use, or are repulsed – It’s like marmite. People will either love it or hate it”.

The campaign will reach audiences through multiple media channels, including TV, Radio, OOH, Online and retail POS.

Client: Demazin

Marketing Manager: Michelle Scurr
Creative Agency: Spruik

Creative Director: Stacey Morrissey
Media Strategist: Kathryn Dunn
Designer: Nick Walker

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