Askit Headache Powders – Headache of the Week Awards
An indigenous Scottish brand, Askit Headache Powders was keen to reinforce its product benefits to their core target audiences (35+ male) and begin a dialogue with a younger more female consumer.
Creative Planning
The agency took the ‘headache’ problem and turned it on its head to provide a creative platform to highlight the product benefits in an engaging and amusing way.
Execution
O’Leary RM developed a promotion with Scotland’s leading daily newspaper – The Daily Record - Askit Headache of the Week Award.
Over a period of three months, the editorial team of the sports section and the Razz chose a celeb and awarded them The Headache of the Week award.
The celeb pic went along side some editorial copy as to why he/she was chosen.
Additionally members of the public were asked to write in and say why they should win an Askit award.
The Prize
The team created an Askit mug and coaster set which featured the Scottish meaning of a Headache.
The agency also teamed up with Nambarrie, with complementary brand values (strong & effective), to ‘beef’ up the reader prize.
Each month the winner featured in the Daily Record, which also gave O’Leary RM an additional newsline for the local press.
Results
This low-cost promotion provided significant cut-through and was successful in increasing sales of Askit.
Furthermore, its repositioning and increased profile helped to secure added listings in ASDA and Morrisons.
Client comment
“O’Leary RM understood the brief and took it one stage further. They demonstrated a thorough understanding of the Scottish consumer and devised a compelling and cost-effective campaign.”
Eileen Petrie, Askit