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.
