Fisherman's Friend: Suck It Up

Telling consumers to ‘Suck it up’ helped Fisherman’s Friend, the lozenge brand, to increase sales in the Canadian market.

Campaign details

Agency: Giants & Gentlemen Advertiser: Fisherman's Friend Category: Brand Reawakening

Section I — Case Parameters

Business Results Period (Consecutive Months): Nov 2015 – Mar 2017 (26 months) Start of Advertising/Communication Effort: Nov 2, 2015 – Mar 31, 2017 2013 – 2014 Ontario and Quebec. $500,000 – $1 million