Lefax as market leader (antiflatulence agent) had launched Enzym Lefax N as a brand extension. It was planned to increase the success of Enzym Lefax N even further through advertising support with a limited budget.
In qualitative and quantitative analysis the real reasons for purchase and relevant cause and effect chains were identified. In reliable advertising effect pre-tests the effectiveness of the communication (namely impact, image and sales effect) was checked. Media placement research identified the most efficient magazines to reach the Enzym Lefax N potential group.
Market results: The advertising campaign of Enzym Lefax N achieved a sales increase of 43% in the first and 81% in the second advertising month despite small print ad format (quarter of a magazine page with additional colour green). The effectiveness of the available media budget was increased by more than 50 percent using media placement research insights.
Methods used: Double explorations before and after home use, advertising effect pre-tests, media placement research