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Finalists 2010 - Sudler & Hennessey Brand Revitalisation Award


Company: Fresenius Kabi in association with Euro RSCG Life Medicom

Campaign: Fresubin range – UK


Company: Pfizer Oncology

Campaign: Aromasin brand revitalisation - a cross-functional focus delivering brand success and improved patient outcomes


Company: Typharm in association with Echo and Haymarket Medical Media

Campaign: Sticking with Haelan




This category recognises the marketing team that demonstrates that it had successfully changed perceptions of a mature or existing ethical or OTC brand in the UK or Europe, among its target audience/s, leading to a turnaround in market performance, whether through advertising, PR, sales promotion or an integration of the marketing disciplines.

Award sponsor

Sudler & Hennessey logo



Campaign overview -  Fresubin range – UK

Company: Fresenius Kabi in association with Euro RSCG Life Medicom

Details of this entry have been withheld in the interest of confidentiality at the request of the company



Judges' comments

"Love the 50's style campaign."

"We really liked the clear rationale for revitalisation and the repositioning of the brand, in line with the Department of Health's 'Improving Nutritional Care initiative'. Simple, yet so effective."


Campaign overview - Aromasin brand revitalisation - a cross functional focus delivering brand success and improved patient outcomes

Company: Pfizer Oncology

Aromasin is an oral aromatase inhibitor used in the treatment of both early and advanced breast cancer. However the Aromatase license is very restricted as, to be eligible, patients have to have had two to three years of prior tamoxifen therapy. Changing practice in the UK has led to a sharp decline in the use of Tamoxifen in favour of alternative therapies. A strategy that focused on doing the simple things well resulted in success for the company, for clinicians and most importantly, for patients.


Judges' comments

"This is a great example of a strategy that focused on doing the simple things well and delivered strong results. Built around differential patient survival data, together with careful and accurate patient identification and message alignment, this work was very well planned and executed. Many more breast cancer sufferers will now benefit from the overall survival increase that Aromasin offers suitable patients."



Campaign overview - Sticking with Haelan

Company: Typharm in association with Echo and Haymarket Medical Media

Haelan tape is a topical steroid fludroxycortide in tape presentation that delivers a carefully controlled dose to areas affected by recalcitrant dermatoses. The product is some 50 years old and support had always been focused on the secondary care market. Resource had always been the limiting factor in reaching other market areas.

Research into current practice and product profiling showed that healthcare professionals in primary care were relatively unaware of the product but could see advantages in its presentation – a key differentiator.

The team produced a simple and highly cost-effective campaign on a restricted budget and the results were excellent.



Judges' comments

"A clear case and rationale for revitalising an old brand – an informative and consistent campaign."


 Other entries



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Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022