So what do you do when you’re so successful that you’re limited by your own success?
Well known as THE hangover cure, Berocca have become so successful that they’ve positioned themselves into a corner. Getting back your B-B-Bounce after a big night out has become such a successful marketing campaign that their market has become limited to the brightsparks that drink themselves into oblivion on a regular basis. But what about the teetotallers or those who indulge occasionally but know when to stop short of the drink that will take them into tomorrow’s hangover?
I was watching a new Berocca ad on tv the other night and it’s a stroke of pure genius. Because whoever is driving their new advertising campaign has got it right. What do you do when your product is so successful that you’ve shot yourself in the foot? You get people to view the product in a different light. With just a slight shift in focus, Berocca is now being advertised as the perfect start to a high performance day. And with the option of a hit of Guarana for that extra kick, Berocca’s now got all bases covered. The hangovers and the high performers.
Sometimes a small shift is all that’s required to open up the market.
What’s your shift?