GUERILLA FOR DULCOLAX

For those persons who dont know what Delcolax is? Well is the no.1 laxative in the world( the top mind). They were trying to repositionate the brand in consumer's mind with an innovative strategy for advertising. One of the main challenges of Euro RSCG Germany was to increase the sales for this product because the german citizens were in a strict diet and they where trying to let them know that the product have helped millions of persons. The tube was placed strictly in front of drug stores in order to create a certain awareness in consumers when they were trying to go to the drug store.


I think its an excellent strategy for this kind of product. Also the execution is pretty funny and send a clear message to the audience to produce a raise in the awareness