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October 2007 - Strategy Magazine
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Relief for the common cold
Ted Lachmansingh's strategy shifts for Benylin and Benadryl are nothing to sneeze at

by Annette Bourdeau
page 26

Ted Lachmansingh's brand portfolio hasn't changed much in the past 10 years, aside from going through three different owners - Warner-Lambert, Pfizer and now Johnson & Johnson. Throughout it all, he's been the one constant variable, and his track record of consistent market-share gains over the years has allowed him to come through the multiple acquisitions unscathed.

The 39-year-old, Markham, Ont.-based Lachmansingh has recently seen two of his brands - Benylin and Benadryl - through significant rebranding efforts that aim to create emotional connections with consumers.

Moving Benylin away from the successful "Doctor Recommended" positioning it sported for over 17 years was a bit of a scary proposition. But Lachmansingh knew it wouldn't work forever, especially since most people don't go to their doctors to treat common colds anymore. "It was definitely a gutsy approach to walk away from a 17-year campaign. I personally was nervous about that," he recalls. "We realized the campaign was losing steam. People remembered the brand, but they didn't like the advertising - it was cold and distant."

To remedy this, Lachmansingh and his team, along with their AOR, Toronto-based JWT Canada, embarked on an 18-month research campaign to glean consumer insights. "Ted had said, 'I'm open to another approach as well,' but that's something I've heard a lot," recalls Colin Winn, group creative head at JWT. He and Lachmansingh later had an informal meeting at a restaurant, where Lachmansingh assured him that he was serious about change. "He is quite open-minded. He recognizes when things aren't working."

Lachmansingh and his team developed a psychological profile of a sick person: they know they're sick, but they feel guilty about missing work. All of the other cold brands were telling consumers to be troupers, to take their medicine and get on with their days. Thus, there was an opportunity for Benylin to be the friendly brand, reassuring consumers that it's OK for them to take the time to get better. "We're the brand saying, 'If you're feeling sick, it's OK to take a day off' - consumers found it refreshing," says Lachmansingh. "Most consumers feel that no one medicine is better - what we needed to do was really connect with the consumer on an emotional level."

The resulting "Take a Benylin Day" campaign included a commercial featuring the iconic song "Should I Stay or Should I Go" by The Clash, whose lyrics captured the sentiments of someone who's feeling sick and debating whether or not to go to work.

"As a former punk rocker from the 70s, I was very skeptical about whether The Clash would actually sell the rights to the song for a commercial," says Martin Shewchuk, JWT's ECD. "I give full credit to Ted and Graham [Robertson, director of marketing on upper respiratory at the time], and my team at JWT for having the tenacity to make it happen."

The campaign also included a microsite, takeabenylinday.com, which was set up to appeal to a person taking a sick day. It featured things like tips on how to feel better as well as time-passers like crossword and Sudoku puzzles. The new strategy has already paid off. Last season, even though fewer people suffered from colds, Benylin's sales and market share went up. Benylin will continue to build on the concept this season.

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