Soothers wants you to know they can soothe any number of sore throats in the latest campaign for Nestlé Soothers, developed by Ogilvy Sydney.
 
Says Leigh Bignell, Sydney’s executive business director: “Our challenge was to talk about sore throats in a different way. We didn’t want to just play in the traditional sore throat season, we wanted to remind people to reach for Soothers when they suffer a mild sore throat, whatever the cause.”
 
“The result is a campaign that we’re all very excited about. It’s one of those ideas that everyone felt passionately about from the beginning, and one that feels right from both an engagement perspective and a brand promise,” she adds.
 
Directed by the talented Swedish directors RBG6 (Lars and Joel), the campaign also features the iconic Tom Baker as the ‘soothing’ voice which also helps set the campaign apart.
 
Launched this week, the campaign comprises a 30 and 15-second TVC supported by unique pre-rolls on YouTube, plus in-store activity, all utilising the tagline “Soothers soothes any number of sore throats”.
 
The campaign will also launch a content element in June 2015.