Superior strength and efficacy have long been key attributes within the lozenge category, and are the focal point of a new social-led campaign from Fishermen’s Friend promoting its citrus and cherry flavours.
Timed for cough and cold season, the campaign from Toronto agency Community consists of two 15-second animated spots called “Anchor” and “Crab,” both of which whimsically depict the brand’s strength—from pulling a giant anchor, to defeating the amazingly strong claws of a crab.
The ads promote the strength of menthol in every pack of Fishermen’s Friend, and feature the tagline, “It works. That’s the honest truth.”
While many lozenge brands have adopted what Community’s executive creative director Joe Nanni described as a candy-like look, feel, and taste, Fishermen’s Friend has resolutely stuck to origins as a remedy for deep sea fishermen first conceived in the 1800s.
It’s nautical origins also lend themselves well to its marketing, said Nanni. “We have the great benefit of having all of those nautical cues. It’s called Fishermen’s Friend, so that gives us an opportunity to use the dock, the seaside, aquatic life and boats. We like to use those aesthetics.”
The ads are running across social channels including TikTok and Instagram, as well as banners and pre-roll on TheScore app.