TriCalm came onto the market in 2012 as an innovative anti-itch product using new technology, in a category dominated by brands with hydrocortisone. In 2013, the brand engaged another agency that focused a campaign and a significant advertising budget on going head to head with competitors in the space and season they dominated.
By the end of that year, TriCalm’s POS numbers were 341 pieces per week at a major retailer – and they were at risk for losing distribution.
Jekyll and Hyde focused the message on the technology’s superior product benefits, created a guarantee unique to the anti-itch industry, and targeted an untapped market in the winter months – ultimately owning a completely new audience for the category.
The agency quickly deployed radio and print assets to tap our new customer base and drive off-season business. Dramatic increases in sales helped fund future advertising efforts, which were deployed throughout the rest of the year.
Every touch-point, including digital campaigns and packaging design, continued the brand’s new voice, touting technological superiority and guaranteed effectiveness.
In the early winter of 2014, after only 21 days of the new campaign, TriCalm POS numbers jumped from 341 to 3,400+ units per week at a single retail chain. After slashing TriCalm’s 2013 budget by 30%, Jekyll & Hyde’s new advertising and media strategies drove TriCalm sales up over the next year – and the brand become number one in their category for fall and winter itch products.