Nauzene’s parent company, the 100+ year-old Alva-Amco Pharmacal, needed a CPG advertising agency that could breathe new life into some of its brands.
One of the first assignments for Jekyll & Hyde was Nauzene, an anti-nausea product that was in decline in spite of a national television campaign with their previous advertising agency.
Nauzene faced strong competition from long-established and dominant category leaders, and they needed help.
In year one, the Jekyll & Hyde focused the modest advertising dollars around holidays known for overindulgence. Since there wasn’t a budget for a new TV commercial, Jekyll & Hyde turned to satellite radio to efficiently reach a national audience.
Using taught creative produced and distributed on a shoestring budget, Nauzene quickly became the fast solution to holiday overindulgence, with sales increasing by 30% in the first year.
In year two, the agency upped the ante with new creative deployed with the same media strategy. Sales increased another 30%, and the primary competitor (industry giant Pepto Bismol) changed their messaging to counter ours.