Hoggar Night.

TVC, POS, Print, Social Media

The challenge.

Succesfully launch the Hoggar® range extension Hoggar® Melatonin, modernize the brand, and expand the audience to younger target groups – without cannibalizing the well-known existing Hoggar® products.

The insight.

Sleeping aids are no longer seen as a purely medical product for tough cases – gentle sleep aids are establishing themselves as lifestyle products for an increasingly broad target group.

The campaign is based on the strong insight with high identification potential: “Every morning, there is this one moment in which you feel exactly how your day will be” and shifts the focus of the classic Hoggar® messaging from nighttime sleep problems to the benefit of starting the day awake and well-rested.

Based on this strong insight, we created a charming humorous TV spot, a strong key visual, and a big social media campaign – with two distinct protagonists and a variety of different assets specifically designed to reach the various target groups on platforms from YouTube to Facebook to Tik-Tok.

The result.

The campaign made the launch of Hoggar Melatonin a success story for STADA – and generated a significant sales uplift for Hoggar® Night classic.