BBDO Quarterly Highlights Analgesics, Cough/Cold, Cardio ISSUE #2

QUARTERLY HIGHLIGHTS ANALGESICS, COUGH/COLD, CARDIO | ISSUE #2

IN THIS ISSUE Highlights of this issue focus on the WIRED Health 2014 summit, digital technologies collecting and broadcasting data, encouraging healthier choices and recent cough/cold and analgesics relevant observations from around the world, followed by an inspiring campaign from the broader CPG world.

From how services allow for the exchange of vital information and expert opinions in near real-time to how marketers turn to herbal cough & cold remedies and look for ways to help consumers relax and sleep well, all highlights reveal that the OTC landscape continues to innovate and evolve rapidly.

ABOUT QUARTERLY HIGHLIGHTS: Quarterly Highlights is a report, distributed by BBDO, presenting timely perspective on trends and observations relevant to Bayer Consumer Care.

Each report will summarize recent category developments from around the world, providing considerations for the business.

We are excited to share what we see is shaping the health and wellness landscape today and look forward to harnessing these opportunities to optimize our business choices in the future.

GLOBAL NEWS AND THEMES INFLUENCING HEALTHCARE

TABLE OF CONTENTS WIRED HEALTH 2014 HIGHLIGHTS AT A GLANCE SERVICES ALLOW CONSUMERS TO INSTANTLY CONNECT WITH HCPS MARKETERS LOOK FOR WAYS TO HELP CONSUMERS RELAX AND SLEEP WELL TRACKING MATTERS: FROM WHAT YOU DRINK TO WHERE YOUR KIDS ARE BRANDS GAMIFY TO HELP CONSUMERS MAKE BETTER CHOICES VISUAL HEALTH INFORMATION ENHANCES MEANING AND UNDERSTANDING

RECENT CATEGORY DEVELOPMEMTS

MARKETERS TURN TO HERBAL COUGH & COLD REMEDIES ANALGESICS BRANDS IN BRAZIL DIAL UP DIVERSITY IN PAIN RELIEF HEAT PATCHES AND TABLETS GET BUNDLED UP TO CONQUER BODY PAIN ANALGESICS BRAND CLAIMS BETTER GASTRO TOLERANCE

FOOD FOR THOUGHT

OTC BRAND APPLIES ITS SIGNATURE TO ALL PRODUCT COMMUNICATIONS CAMPAIGN PICK OF THE QUARTER

WIRED HEALTH 2014 HIGHLIGHTS AT A GLANCE WIRED Health 2014 was held in London on Tuesday, April 29, 2014. The ambitious single-day event was designed to introduce, explain and predict the coming trends facing the medical and personal healthcare industries. A lot was discussed in one day: from diagnostics and neuroscience, to data-driven healthcare and new material sciences helping to re-build the human body. To get a taste for what it was like, check out this 4-minute summary of the day: !"#$%&&'''()*+,+-.(/*0&'1,/!2345#67879:7;<=,4>?>@

“Activity tracking is such a version 1.0 feature – there are some very exciting use cases on the way, we just don’t know what they are yet.

“Some people say the wearable space is already very crowded, but that’s like saying in 1997 the internet is very crowded – there’re a lot of websites”

What about devices that could predict a heart attack 6 hours in advance, or alert you when a virus spreading near you?”

- Sonny X Vu, Founder of Misfit Wearables

- Sonny X Vu, Founder of Misfit Wearables

“I believe tracking health will become a normal part of everyday life. It gives us opportunities to build interventions we've never had the opportunity to consider before, tailored to a person's profile.”

“Apps will be used in healthcare as often as antibiotics.”

- Bruce Hellman, CEO & Co-Founder of uMotif Digital Health

“You need an engagement transaction that is high frequency, high value and almost frictionless that takes consumers from the physical to the digital space” - Andrew Thompson, CEO of Proteus

- Peter Hames, Cofounder of Sleepio

SERVICES ALLOW CONSUMERS TO INSTANTLY CONNECT WITH HCPs WIRED Health 2014* highlighted the rising importance of remote monitoring of patients and connecting the doctors office to the patient’s mobile app and device, which is eliminating the void between visits. As Former Goldman Sachs banker Ali Parsa was introducing his new healthcare business Babylon, he said: “Sometimes you don't want to see or talk to your doctor, you just want to ask ‘what's wrong with my toe?’ and get an answer”.

Video: https://www.youtube.com/watch?v=nCazASHbyeY

WHAT’S HAPPENING? Increased access to mobile with even basic capabilities has led to the development of digital services that connect users, allowing for the exchange of vital information and expert opinions in near real-time. This simple format provides a trusted resource for asking time-sensitive questions and encouraging better overall health while providing an anonymous forum for gaining insights on potentially sensitive subjects.

EXAMPLE(S):

BABYLON APP PUTS A GP IN YOUR POCKET Designed to make booking healthcare appointments as simple as "booking a Hailo cab", Babylon gives patients access to doctors 12 hours a day, six days a week for £7.99 per month.

The app contains a text-based tool that allows you to send an SMS to your doctor along with a picture to ask about a minor ailment. A doctor will review your message and image and come back with his or her recommendations.

DIET APP CONNECTS CONSUMERS WITH NUTRITION COACHES

WEARABLE FITNESS TRACKER CONNECTS WITH REAL PERSONAL TRAINERS

Introduced in February 2014, Rise is an app that provides instant personalized nutrition advice. Via the US-developed app, users connect with a nutrition coach who provides a customized eating plan (based on individual weight loss goals and lifestyle needs) and daily feedback, tips and support. A Rise subscription costs around USD 40 per month.

Launched in India in March 2014, the GOQii fitness tracking wristband connects users directly to a real personal trainer to push them to reach their exercise goals. Data from the wristband is collected by the GOQii mobile app, and shared with a personal trainer who analyzes the information to provide personalized tips and encouragement. GOQii is available to a personal trainer for INR 5,999 (USD 98). !"#$%&&'''()*+,+-.(/*0&'1,/!234ABC$DEFA99G@@

CONSIDERATIONS FOR BAYER: -!

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How can we leverage these types of digital services to help deliver relevant information in a timely manner to those who need it? Could we get on-demand doctors to share their positive experiences of our products through these services?

It may still be early to tell, but the number and quality of entrants suggests they believe there is a ready market and sufficient funds to make on-demand doctor apps viable.

*WIRED Health 2014 is a one-day summit held on April 29, 2014, in London and designed to introduce, explain and predict the coming trends facing the medical and personal healthcare industries.

MARKETERS LOOK FOR WAYS TO HELP CONSUMERS RELAX AND SLEEP WELL Sleep is still in many regards a mystery for scientists. However, Professor Russell Foster, who spoke at WIRED Health 2014* in London, is working in new areas of neuroscience that are finding links between our sleep cycles and the state of our mental health, which could drastically change the way we think about the importance of a good night’s sleep.

Video: https://www.youtube.com/watch?v=yx2_43M02Kg

WHAT’S HAPPENING? Time pressures and an increasingly complex interconnected world are driving demand for switching off, relaxing and sleeping well. Consumers globally find it hard to find space in their lives to think, get a good night’s sleep and switch off from everyday pressures and stresses. Hence, we see an increasing number of products and services providing them with opportunities to switch off and relax to recharge.

EXAMPLE(S):

BEBIDA BEVERAGE DELIVERS RELAXATION IN ICE CREAM

FEBREZE SPRAYS FOR A GOOD NIGHT’S SLEEP

In December 2013, Bebida Beverage announced that it was developing an ice cream designed to promote relaxation and improve sleep.

Ingredients in the relaxation ice cream include melatonin, milk thistle, rose hip and valerian root.

The US-based food and beverage brand has been testing the ice cream in vanilla and chocolate flavors.

Air care brand Febreze recently launched a new sub-line called Sleep Serenity that includes a variety of formats and scents designed to help people relax and get a better night's sleep. The Febreze Sleep Serenity web page also has a tab for a bedtime plan that is endorsed by the National Sleep Foundation.

SLEEPMASK CREATES A UNIQUE SLEEP SCHEDULE FOR CONSUMERS Reaching its target on Kickstarter in December 2013, the NeuroOn sleep mask monitors biological signals and syncs with an app to develop the most efficient sleeping pattern for its wearer. Based on the concept of polyphasic sleep – where sleep is broken up into small chunks throughout the day – the US-designed mask measures brain waves, muscle tension and eye movements to determine the difference between REM and NREM sleep.

CONSIDERATIONS FOR BAYER: -!

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Are there any ways we could harness this trend on an overall brand level? (e.g. promoting a good night’s sleep for a better, healthier life) How might our brands leverage the desire to unplug, relax and nourish? (e.g. Aleve PM)

*WIRED Health 2014 is a one-day summit held on April 29, 2014, in London and designed to introduce, explain and predict the coming trends facing the medical and personal healthcare industries.

TRACKING MATTERS: FROM WHAT YOU DRINK TO WHERE YOUR KIDS ARE WHAT’S HAPPENING? With the growth in possibilities of tracking everything we do – from our whereabouts, our sleep cycle to our eating habits– consumers have started to quantify their lives. The main goal of this self-monitoring, also known as lifelogging, is to find out as much as you can about your own bodies’ performances so you can feel more in control. The problem, however, is that there is so much to keep track of that consumers may get confused.

EXAMPLE(S): CUE: A REVOLUTIONARY DEVICE FOR TRACKING HEALTH INFORMATION AT THE MOLECULAR LEVEL A new Bluetooth-enabled tool, Cue, enables owners to monitor 5 key health indicators: inflammation, vitamin D, fertility, influenza and testosterone.

Cue has developed a “cartridge” for each one, which takes a biological sample from the owner’s body. The influenza cartridge requires users to take a nasal swab, whereas testosterone levels can be monitored with a drop of saliva. Once the samples are collected, the system sends information to the cloud and analyzes it. Results are sent to an app on your smartphone within minutes. https://www.youtube.com/watch?v=32YwVuiAgEg

NIVEA PRINT AD HELPS KEEP TRACK OF YOUR KIDS NIVEA has came up with a clever idea for the Brazilian market: create an ad that doubles as a device for keeping track of children. The magazine ad contains a strip that can be torn out and used as a bracelet; there's also a code for parents to link to Nivea's smartphone app NIVEA Protégé.

CUPTIME HELPS TRACK YOUR WATER INTAKE Designed in China, Cuptime connects wirelessly to a cellphone, allowing consumers to monitor their water intake. Users input their height and weight, and Cuptime then enables them to track whether they’re drinking enough, assigning a ‘hydration performance’ score.

The bracelet uses StickNFind, sticker technology which can be attached to items, using low-energy Bluetooth to track them within a half-mile range. The app allows parents to see where their child is located. Once the kid is wearing the bracelet, the app can also alert parents if they stray beyond whatever preset boundary the parent has selected. https://www.youtube.com/watch?v=OlvjzQJGDnY

CONSIDERATIONS FOR BAYER: -!

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How might we use these types of tools and technologies to offer a holistic solution to consumers?

NIVEA’s idea fits neatly into its broader strategy, instantly signaling NIVEA = protection. How might we use these tools to eventually support our “Science for a better life” promise?

While most health trackers focus on monitoring calorie intakes, Cue brings other important factors to the fore – vitamin deficiencies, fertility rates, inflammation levels – and suggests foods to help strengthen these. Could these sorts of devices eventually attract FMCG brands (smoothies, protein sources etc.) as well?

BRANDS GAMIFY TO HELP CONSUMERS MAKE BETTER CHOICES WHAT’S HAPPENING? In an effort to motivate individuals to make smarter decisions about their health, services are being developed that provide incentives alongside activities such as fitness, diet and disease management. By introducing game mechanics into areas of life that people are already engaged in, designers are helping to both influence and reinforce positive behaviors.

EXAMPLE(S): SAFEGUARD CREATES A GERM ALARM TO SIGNAL PEOPLE TOWARD SOAP DISPENSER Safeguard is combating soap dodgers in public bathrooms with Germ Alarm, a dispenser that emits a siren if toilet users try to skip the sink.

Every time someone exits a bathroom stall the alarm is triggered and stops only when the branded soap dispenser is pressed. It is the antidote to worrying statistics showing that only 2 in 3 people use soap when washing their hands. https://www.youtube.com/watch?v=tU8rKE4yQX8#t=88

LIFEBUOY CONTINUES ITS HAND HYGIENE MISSION BY MAKING INDIAN WATER PUMPS PLAYFUL After having launched the latest iteration mission of its Handwashing Behavior Change Programme in 2010, Lifebuoy realized that Indian schoolchildren in rural areas can often access water only through hand-operated pumps that are awkward to manage. In an attempt to encourage kids to wash their hands before the midday meal, Lifebuoy invested in making the pumps more playful.

It built wooden rocking horses onto the pumps so that, as children moved up and down, water flowed from the pumps for their friends to wash their hands. !"#%&&3H0.*(/*0&?IIJKK?I@

ORAL-B BRUSH SIGNALS TO PREVENT YOU FROM BRUSHING TOO HARD February 2014 saw US personal care brand Oral-B unveil an interactive electric toothbrush linking to your smartphone via Bluetooth wireless technology. If you brush too hard, the phone displays an alert to prevent from you from damaging your gums. The phone also times your brush using a virtual stopwatch. At the end of the session, the smartphone displays a summary of of how well you brushed your teeth. https://www.youtube.com/watch?v=NReeN19UYLE

CONSIDERATIONS FOR BAYER: -!

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Lifebuoy example takes a similar approach to VW’s Fun Theory. What is great about it is that it is both doing a good deed and selling more soap at the same time.

Lifebuoy example is also a great example of brands refreshing their existing programs – e.g. Handwashing Behavior Change Programme . How might we revitalize our existing BCC programs instead of introducing new activations?

Are there any ways we could design systems that help consumers better understand their individual health and reward/incentivize for making healthier choices?

How might we reinforce healthy habits through entertainment instead of information? (e.g. apps, games, retail partnerships)

VISUAL HEALTH INFORMATION ENHANCES MEANING AND UNDERSTANDING WHAT’S HAPPENING? As more data is captured about individuals and communities, better tools are needed to make this often complex information more meaningful and easier to understand. The development of highly visual and often interactive formats are providing experts and amateurs alike with methods for investigating health on any scale, allowing for easier to understand analysis, as well as deeper and greater insight.

EXAMPLE(S): WHERESFLU FROM THE MAKERS OF THERAFLU: SEE THE FLU, SPREAD THE WORD Following the flu-prediction tool introduced by Kleenex (included in our Analgesics Quarterly Highlights Issue #1), Theraflu launches WheresFlu online – a tool to track incidence levels of cold and flu symptoms around the country. Data is provided from SDI – a source used by the Centers for Disease Control and Prevention – and what is great about the tool is that geographical visualization of outbreaks allows users to gain a clearer understanding of occurrences across regions.

PHOTO CAMPAIGN AND APP TURN THE “INVISIBLE” SYMPTOMS OF MS INTO PHOTOS AND FILTERS

. The tool is also available as a mobile app. Users can enter their zip code and track the flu symptoms on the go.

The MS Society of Australia created Seeing MS – a campaign to raise awareness about the struggles of people living with multiple sclerosis (MS).

The campaign, which launched mid-March, recruited nine of Australia’s best known photographers and paired them with MS patients. The people with MS then described the disease’s symptoms – which can often be invisible – and the photographers worked to create portraits that translate those symptoms into visual imagery. The symptoms include blurred vision, fatigue, brain for, numbness and balance, which are each represented in a photograph. It is “finding a language for what’s in a head,” says Andreas Smetana, one of the project’s nine photographers. https://www.youtube.com/watch?v=R1oid_iHkqw

CONSIDERATIONS FOR BAYER: -!

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It is important to note that the ability to see individual data in easily understandable visualizations can allow healthcare to be more accurate and efficient.

What types of tools could we offer that make complex information look more meaningful and easier to understand?

Are there any ways we could visualize our patients’ experience of certain symptoms, illnesses or perhaps their recovery after treatment?

MARKETERS TURN TO HERBAL COUGH & COLD REMEDIES WHAT’S HAPPENING? Tighter regulations are increasingly being placed on ingredients such as pseudoephedrine and dextromethorphan owing to their potential for misuse. Although these ingredients are safe when used as directed, the negative press that surrounds them is causing some consumers to turn to naturally-formulated cough and cold remedies. Parallel to this, we are seeing an increasing number of cough & cold brands introducing herbal medicines with an emphasis on their naturalness and original healing effects.

EXAMPLE(S):

TAKABB (SIM TIEN HOR) BENEFITS FROM THE TREND FOR HERBAL FORMULAS Founded more than 80 years ago in grandfather’s days to sell anti-cough pill to Thai people, the company operates under a working and producing policy of “producing good quality products to consumers”. Currently, there are 4 categories of products including anti-cough pill, bitter tablet, number 7 pill and Mahachark tablet. Four flavors of the anti-cough pill are available, including herbal medicine flavor, plum flavor, mint flavor and lemongrass flavor.

RATIOPHARM INTRODUCES PELARGONIUM-RATIOPHARM BRONCHIAL DROPS Ratiopharm has recently introduced a new variant containing South African geranium to treat acute bronchitis. The South African geranium is claimed to stimulate the body’s defense against viruses and bacteria, dissolve mucus in throat and reduce cough. The new variant is currently advertised on TV as a 10second tag-on (Ratiopharm pack seen under a pile of geranium herbs) and is marketed as the “healing power of South African geranium”. http://www.ratiopharm.de/unternehmen/ratiopharm-tv-spots.html

CONTAC NT INTRODUCES THROAT-SOOTHING HERB DROPS Contac herbal throat candies are non-medicated and therefore do not require OTC registration. They were launched in early 2012s in menthol flavor, followed by menthol pouches and lemon flavor (tins and pouches). In September 2013, a mixed-berry flavored tin was rolled out. Contac’s main point-of-difference is that its candies are chewable and offer instant relief. In 2013, the line accounted for 34% of Contac’s total sales in China.

CONSIDERATIONS FOR BAYER: -!

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Within Bayer portfolio, which products would allow us to leverage natural ingredient benefits? (e.g. Aspirin +C, Iberogast) Pelargonium-Ratiopharm’s launch spot doesn’t really bring to life a meaningful end benefit for consumers, but rather bases the whole communication on the ingredient. How might we go beyond the ingredient-related truths and move more towards a more consumer relevant creative concept?

ANALGESICS BRANDS IN BRAZIL DIAL UP DIVERSITY IN PAIN RELIEF WHAT’S HAPPENING? In the absence of product innovation or meaningful consumer insights, we see our analgesics competitors in Brazil playing on the diversity benefit – effective relief from different types of pain such as headaches, neck aches and shoulder aches.

EXAMPLE(S):

REAL PEOPLE SHOW ALL ASPECTS OF HOW ADVIL HELPS IN THEIR LIVES Advil Brazil uses a customer testimonial in its recent campaign and announces it on Facebook as follows: “Nothing better than real people to tell us how Advil helps in their lives.

Check firsthand our new campaign – will go on air tonight on TV”. What is remarkable is that the brand visually calls out all the different pain areas Advil can act on. https://www.youtube.com/watch?v=2lkbox7-JeE

DORFLEX: “FOR ALL” (“E PARA TODOS”) Dorflex in Brazil showcases different people with different types of pains – e.g. headaches, sports-related body pains– in its most recent communication and uses the end line “Dorflex E Para Todos”, which means “Dorflex for all”.

https://www.youtube.com/watch?v=Vo3JwljiBmg

CONSIDERATIONS FOR BAYER: -!

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How might we strengthen ownership of effective pain relief against all types of pain – especially body pain – in a more distinctive manner?

Using customer testimonials in advertising is a common practice and it is important to note that customers do not always trust the truthfulness of these testimonials. How might we make customer testimonials more meaningful and engaging for our prime prospects?

HEAT PATCHES AND TABLETS GET BUNDLED UP TO CONQUER BODY PAIN WHAT’S HAPPENING? According to Research by Harvard Business School professor Vineet Kumar, product bundling works in many cases and is more profitable when there is a positive synergy between the bundling products. We predict that this will be an increasingly important topic for the analgesics category and we will be keeping an eye on how other analgesics brands will be treating product bundles in terms of communication.

EXAMPLE(S): NUROFEN TABLETS UNITE WITH NUROFEN HEAT PATCHES TO CONQUER BODY PAIN The new £1.5m Nurofen “Unite to Conquer Body Pain” advertising campaign focuses on the combination of two products – Nurofen Express Heat Patches and Nurofen Express Tablets – and is supported via TV, digital, in-store and PR. The objective is to educate consumers on how Nurofen Express Heat Patches and Nurofen Express Tablets can be used together to help treat body pain. While Nurofen Express Heat Pacthes activate immediately to deliver soothing heat therapy, Nurofen Express Tablets quickly target pain at its source. It is said that because Nurofen Express Heat Patches are non-medicated they are safe to use in conjunction with Nurofen Express Tablets to deliver a fast, effective pain relieving combination.

https://www.youtube.com/watch?v=eWc6bNHCPnQ

CONSIDERATIONS FOR BAYER: -!

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How might we tackle communication of our upcoming product bundles?

In light of the Nurofen example, would we consider packaging design as a way to help amplify usage awareness?

Do we think a bundle would cannibalize the sales of our existing products leading to lower overall revenues? With that in mind, would we consider giving consumers the option of buying the same products separately – instead of forcing them to buy the bundle only?

ANALGESICS BRAND CLAIMS BETTER GASTRO TOLERANCE WHAT’S HAPPENING? In an attempt to assert category superiority, we see an increasing number of analgesics brands spotlighting competitive pain killers’ gastro intolerance and claiming better gastro tolerance.

EXAMPLE(S): TAFIROL POKES FUN AT PAIN KILLERS CAUSING STOMACH PAIN In its recent communication, Tafirol displays two working women in front of a office printer/copying machine, one of whom asks for a painkiller for her headache. As a reply, the coworker punches her in the stomach all of a sudden and says that this is what would have happened if she were to take a painkiller – her stomach would start hurting.

The spot pokes fun at competitors’ weakness in gastro tolerance and introduces Tafirol as a painkiller with better gastric tolerance. In the end, it also announces the brand’s new pack and Tafirol Forte variant for more severe pains.

HEADACHE

STOMACH PAIN

https://www.youtube.com/watch?v=DmCTLTrv4RY

CONSIDERATIONS FOR BAYER: -!

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Are there any ways we could overcome our perceived gastro intolerability? (e.g. HCP training, positive word of mouth) How can we get consumers to move beyond their negative perceptions of Aspirin and talk to their friends and family about its commitment to overall better health (Ambition) and/or its new news in the market (innovative, fast relief with the Tarot launch)?

OTC BRAND APPLIES ITS SIGNATURE TO ALL PRODUCT COMMUNICATIONS WHAT’S HAPPENING? In an era when the only thing that seems certain is change, consistent branding remains key for brands to maintain their top-of-mind awareness, brand linkage and distinctiveness. As marketers increasingly acknowledge that communication content should be persistently working to build upon their brands’ identity, we see an increasing number of brands using a common brand signature and applying it across different product categories.

EXAMPLE(S): Recent communications from two GSK brands in Ukraine – Coldrex for CASF and Panadol for analgesics – use a distinctive brand signature (“shine”) that reinforces the brand’s overall revitalization and/or recovery benefits.

COLDREX COMMERCIAL WITH THE “SHINE” SIGNATURE

PANADOL EXTRA COMMERCIAL WITH THE “SHINE” SIGNATURE

Backtranslation of the TVC: “A cold or flu can cloud even a great mind, Take Coldrex to alleviate the symptoms and clear your mind so you can be yourself again. Coldrex: Mind Shines, Cold Goes Away”

Backtranslation of the TVC: “My job can be tough but for strong pain there is Panadol Extra, which contains 2 active ingredients. It’s clinically proven to fight against strong pain without irritating stomach. Taking care requires strength.

For milder pain, there is regular Panadol in tablets ”

https://www.youtube.com/watch?v=wfdkidi9dqo

https://www.youtube.com/watch?v=DPHwj6tXisc

CONSIDERATIONS FOR BAYER: -!

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This is a great example of brands establishing a singular coherent approach to communications.

How might we make better use of visual devices while communicating our product stories?

Would we consider a global brand signature for our brands – e.g. Aspirin? This could help our brands build a powerful, global look and feel.

CAMPAIGN PICK OF THE QUARTER CIF ROMANIA: “CIF CLEANS ROMANIA” THE CHALLENGE: Unilever-owned cleaning brand Cif is the market leader in Romania for small surfaces cleaning products, covering this segment with cream and trigger solutions. Regarding the market size, Cif manages to obtain very good results for the cream products, gathering 80% market share. For the triggers category, it occupies the second place, this being the next segment they plan to develop upon.

In 2014, the brand realized that it has been heavily communicating functional benefits and decided to reinforce these key benefits in a more engaging, meaningful manner, which could help amplify positive brand associations.

THE WORK: The core target for Cif is mothers – specifically mothers with small children around the ages of 5 to 14. In research groups with moms, the brand team realized moms felt that they could control their home environment – they could turn off the TV, log out of Facebook, restrict kids from the web – but on the streets they didn’t have any control over what their children see.

The insight that the team based their campaign on was that the streets of Bucharest were covered with tons of hateful and offensive graffiti and that when kids (like sponges) see these things outside they bring them back home – and these could be messages of hate. Based around this insight, the brand gave moms and the broader community the tools to change this environment. In February 2014, Cif launched the Cif Cleans Romania (‘Cif Curata Romania’) mobile app, which lets the capital’s residents report the location of graffiti via GPS. Soon after, a crew of Cif-armed cleaners arrive on location, scrubbing the offending paint off the walls and restoring some of the city’s inherent beauty. After cleaning each wall, Cif posts before and after photos on the app and the Cif Romania website, allowing fans to see the result of their action.

THE IMPACT: !"#$%&&'''()*+,+-.(/*0&'1,/!234#AL17M51NOP@ !"#$%&&'''()*+,+-.(/*0&'1,/!234QDJLR1S"+T@

This was the first time the brand didn’t just talk about the functionality of cleaning, but took on social responsibility. In its first month, the brand cleaned 70 places from 112 requests and there were over 5,000 downloads of the app. No sales results in the market as of yet.

CONSIDERATIONS FOR BAYER: -!

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This is a great example of a brand going beyond functional benefits and embracing a more meaningful purpose in its communication, which helps drive brand loyalty in the long run.

How might we leverage deeper, more emotional insights in order to build a more meaningful connection with our consumers?

It is important to note that the Cif brand did not just clean Romania, but it gave the tools that allow people to choose what they want eradicated/cleaned up from their neighborhood.

The reason why Cif chose mobile is because the penetration of mobile in Romania is very high; however could reach still be an issue? If so, how could we overcome the reach barrier?

Thank you.