Corsodyl is a range of oral-care products that is famous for an ATL treatment designed to shock inert TV watchers to change behaviour.
When LIFE were tasked with creating the Shopper toolkit to support the campaign we knew we’d face challenges from Customers and Shoppers who would react negatively to the same execution in the in-store environment. To make it work in grocery, we needed to identify core visual cues and prioritise RTBs to optimise the in-store execution and create a coherent (but palatable) path to purchase.
A strong but simple creative route - focusing on product RTBs, with just a nod to the ATL - made these Shopper comms particularly effective in-store.
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