Leveraging brand equity for a record-breaking launch
Broncho5in1 burst onto the cough and cold scene with a bold promise: complete relief from all coughs and sore throat. Leveraging brand equity, backed by our smart, creative, and strategic pharmacy engagement, the launch quickly became a record-breaking success, becoming the #1 pharmacist-recommended cough brand and driving market share up to 17.6% in a traditionally low-interest OTC category.
Our pharmacy training has reached over 55,000 healthcare professionals, helping Broncho5in1 become a pharmacy favourite almost overnight. From packaging to POS, every touchpoint worked hard to stand out and sell.
Broncho 5in1 HCP Training work by ALL Creative
THE CHALLENGE
Perrigo aimed to build on the success of Bronchostop into a premium, multi-symptom product. In a category dominated by single-indication SKUs, both consumers and HCPs were conditioned to treat symptoms separately, even though most people can’t identify their cough type.
The challenge? Convince the market that one product could do it all and do it well.
STRATEGIC RESPONSE
We built on Bronchostop’s trusted reputation, positioning Broncho5in1 as the smarter, simpler choice. Our strategy focused on:
Leveraging existing brand equity
Clear product differentiation
Education-first messaging to build trust with HCPs and consumers
We developed a 5-step messaging hierarchy that made Broncho5in1’s unique formulation and benefits easy to understand and easy to recommend.
Broncho 5in1 POS work by ALL Creative
CREATIVE SOLUTION
Bold, symptom-led packaging that popped on shelf
Pharmacy training and materials that made HCPs confident advocates
Single-minded claim – Relief for ALL Coughs and Sore Throat
Key visuals and POS that reinforced the product’s all-in-one promise
Together, these elements helped Broncho5in1 redefine the category and deliver commercial results that speak for themselves.
DELIVERABLES
Key claims and messaging
Brand world
KV
HCP training
Packaging
POS
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