A Challenger In a Down Category

FungiCure was the #3 brand in a category that was down 2%, and sales were stagnant. They needed a big change to stay competitive, made difficult by their relatively small budget.

Strategy

Jekyll & Hyde implemented a multi-faceted media strategy, beginning with limited radio advertising to build momentum. While radio was running, Jekyll & Hyde created a new TV spot about the product’s benefits. Finally, we rolled out print components and a paid search strategy to capitalize on the renewed interest.