The Sudler London Award for Excellence in Mature Brand Revitalisation

Summary of work

In late 2010, DuoDERM, a global wound care dressing range, was in a state of significant decline, with sales figures falling at an annual rate of 7.9 per cent.

A new global campaign launched in Q4 2011 has:

• Turned the decline to 2 per cent growth
• Over the six-month period since the campaign launched an additional $5m of sales have been achieved, representing a significant return on investment (ROI)
• Increased market share of the hydrocolloid dressings market from 45 per cent to 47 per cent.

This campaign was built upon an in-depth understanding of the target audience, tissue viability nurses and their key decision making drivers – including their state of mind at the point of making wound dressing choice.

This highly detailed understanding of the psychology and behaviour of the audience enabled the development of a creative route, which successfully tapped into a key moment in time. Creating a new feeling at this critical moment and linking that feeling to the brand. The approach modified behaviour, which is evidenced by the reversal of declining sales trend back to positive growth. 

Executive summary as submitted

Judges comments

"ConvaTec took a marketing approach focused on the depth of its marketing materials, with a real focus on who they were targeting, and produced a decent sales uplift that reversed the brand’s decline."