Market Situation:
Absorbine Jr has been a market leader in intensely marketed external analgesic category for over 100 years, despite competing against giant international drug companies with a much smaller budget.

Goal:
Maintain/increase sales despite being outspent in both trade and consumer advertising dollars.

BDI Role:
Maintain awareness of the brand and its benefits in the minds of prospects for fewer dollars.

Results:
Over the years, we’ve provided cash-sensitive marketing assistance ranging from pioneering the use of network radio in the category to creating effective and affordable 10-second TV announcements.