Unique refreshes Fisherman's Friend with new campaign

The English pastilles Fisherman's Friend are extremely popular in Switzerland. This is also shown by the market figures, which show that per capita consumption in Switzerland is one of the highest in the world. The advertising campaigns with the legendary claim "If they are too strong, you are too weak" have certainly also contributed to the popularity.

For a new interpretation of this claim, Dabso, the company responsible for marketing, invited pre-selected agencies to submit a pitch. The Küsnacht agency Unikat made it onto the winner's podium. They were able to convince with a film idea that fits perfectly to the brand, introduces new elements and has the potential for an effective 360-degree communication. The evaluation of the winning concept was supported by an independent and professionally conducted pretest.

The current production aims to further excite existing consumers, but also to develop new target groups that could not yet be reached with the previous world of the "rough fishermen". During the development of the film idea and its implementation, special care was taken to ensure that the story also works in the short and abbreviated formats for digital media. In addition, the story is expanded in reminder spots that refer to the new "Honey & Lemon" flavor. The moving image formats are currently being used as the first means of communication, with further accompanying measures to follow.