Freeze with ease
Firstly, Wartie’s low profile meant the brand was losing out to both larger competitors and private label. Secondly, and equally concerning, there was low consumer trust in the whole category with many believing the claims made by these products had little more scientific value than an old wives tale.
We did have one thing going for us. After making an appraisal of the brand’s existing assets, we discovered that Wartie, the 3D-animated penguin and eponymous brand mascot, was seen as a distinctive and relevant asset that still had legs (albeit very short ones).
Our new tagline, ‘freeze with ease’ tackled the main barriers to purchase head on. Professor Wartie clearly highlighted that our treatment could be effective in just one application.
Not only did we give Wartie a facelift, but we also turned up engagement a couple of notches with our TVC, a 10-second cutdown and a key visual for use across print and online.
In the short term, while the commercial was on air, monthly sales grew 82% compared with the previous campaign. In the long term. Wartie delivered an annual increase in market share of 1.9% and an annual sales increase of 21.2%.
Better still, with Wartie now waddling at pace in the right direction, our client decided to extend our game-changing campaign into new markets, including Israel and the Netherlands.
