PACKAGED GOODS

Play Video
The results
Record-breaking Sales for a Stalwart Brand in Stagnation

The “Gellin” campaign sparked a remarkable 150% sales increase in its first week on air and successfully drove consistent sales and cross-product purchases — a level of success no previous marketing had achieved.

The campaign’s catchphrase quickly became part of pop culture, particularly within sports circles, a key influencer market for Dr. Scholl’s.

The challenges

Despite being the dominant brand in the OTC podiatric category for decades, Dr. Scholl’s had faced stagnant sales for years. The brand had tested various approaches, including new messaging, varying media strategies, and innovative in-store promotions. However, these efforts only yielded minor, temporary gains, failing to generate significant or lasting momentum.  Notably, none of these past efforts were able to drive cross-shelf purchasing.

The strategy

Using projective techniques in qualitative research, we revealed how the psychological barriers, though known, were far more influential in limiting in-store purchases than previously understood.  The deeper understanding of these insights reshaped our advertising strategy and led to record-breaking sales for Dr. Scholl’s. The campaign successfully broke through the stigma of embarrassment surrounding these products, unlocking significant increases in the brand’s two most important sales metrics.