The Say Communications Award for Excellence in Integrated Product/Brand Communications

Summary of work

You may believe that brands like Thick & Easy™ Clear by Fresenius Kabi are subject to a sales and product lifecycle plateau after a few years of promotion. This submission overturns that by leveraging unique selling points with appropriate audiences. The champions who’ve adopted the cause are Speech & Language Therapists (SaLTs) and Dietitians working in hospitals, care homes and in patients’ homes.

This submission shows how we uniquely consulted our target audiences to better understand their needs and how to take the brand further than its competitors.

Inspired, we discovered the opportunity to:

• Renew purpose on behalf of the target audience
• Generate greater internal support from the sales team
• Entice influencers to support the cause
• Build sales for Thick & Easy™ Clear
• Help more people with dysphagia.

The campaign has a simple premise: adequate hydration is essential for a healthy life. Reminding our audiences of this, we invited them to help address a surprising UK dehydration epidemic. We also aimed to aid compliance with a practical volunteer support programme. This empathetic approach has provided a halo effect for Fresenius Kabi’s reputation as well as inspiring the sales team to launch this campaign with enthusiasm.

Judges' comments

This was a truly integrated campaign, which was built up on an insight-based concept that works across audiences at a brand and unbranded level. The team crafted the central message elegantly, which resulted in some great deliverables.