'Croaky, Husky or Hoarsey’

 A frog, a horse and a husky dog share an elevator – and a common mild sore throat in the latest campaign developed by Ogilvy Sydney for the Nestle Medicated Throat Lozenge range, which includes Butter-Menthol, Soothers and Anticol.

 

The ‘Croaky, Husky or Hoarsey’ campaign goes live this week, and is the first time Nestle has promoted its entire medicated throat portfolio in one campaign. Previously Nestle has focussed on marketing just one selected brand at a time.

 

Comprising a 30-second TVC which will air nationally both on free to air and pay-TV, the campaign is also backed by out of home (mall and bus shelter) and in-store activity which will appear across the country from April.

 

Ogilvy Sydney’s Executive Business Director Leigh Bignell said: "We're excited to launch a campaign that navigates the often tricky balance of being engaging for the consumer, without neglecting the very functional promise that the products provide. With our horse, frog and husky we've got quirky and interesting characters, who also communicate that early relief for niggling sore throats can be easily achieved by Nestle's range of products."

 

Bignell said the campaign was targeting “people on the go, looking for relief at the first signs of a sore throat so that they can get on with their day without it interfering”.

 

Nestle’s Head of Marketing, Confectionery & Snacks Lisa May, said the new approach of promoting the entire lozenge range was “designed to strengthen our overall market leadership position in the medicated category”.

 

The TVC shows three office workers inside an elevator, each suffering from a different sore throat symptom and pictured with the head of a frog; a husky and a horse. Relief is offered in the form of Nestle’s medicated lozenge range and as they reach the ground floor they emerge from the elevator once again their human selves, ready to take on the day. This humorous approach uses a combination of CGI technology to create the photorealistic frog and real animals to create the husky and horse. The TVC was directed by Exit Films’ Chris Hill and extensive post production undertaken by Method Studios.