The Brand Power Company

When your CEO draws South Africa and declares it "almost worse than NZ" in the interoffice FIFA Sweepstake, you just know that the Slack banter games are about to get real... (pssst. ten laughing emojis and not a shred of sympathy, classic)! But seriously, how do you engage 157 employees across five continents, 17 time zones and 30+ markets - in the middle of Northern Hemisphere summer, when most have mentally checked out and the other half is deep in football scores and Haaland memes? You stop fighting it and join it. James Sopp ran a World Cup sweepstake, what followed is best told in the screenshots. Four years of office bragging rights. One very gracious winner. And somewhere between the burns and the broken hearts, 157 people across five continents remembered they work for the same team. Congratulations Laura Ciccanti and thank you James, the real MVP (or whatever it is they call that in Soccer)! 🏆

📍Campaign Of The Week • USA • Biotene • Haleon Fifty-two million Americans were living with dry mouth, but only two million of them knew Biotene existed. The rest were sipping water, sucking on sweets and managing a health condition like a minor inconvenience. When Haleon (formerly GSK) acquired Biotene, household penetration was less than 2% despite an estimated 52 million sufferers in the USA. Most had developed coping mechanisms without realising they had a medical condition with a specialist treatment available. Healthcare recommendations were not translating into new buyers, and the brand had been stagnant for months. Medifacts became the core educational element of an integrated consumer campaign built around one direct insight: dry mouth is a bigger problem than you think. Already the #1 dentist recommended dry mouth brand, Biotene needed that professional endorsement to reach the consumers who'd never heard it. Medifacts was the bridge. Here's what the data showed. • +57% YOY sales when Medifacts went on air, the highest the brand had ever achieved • +50% retail sales growth over the two years Medifacts was active • Medifacts validated as +30% more effective than the equity campaign alone • 9.3% of total dollar sales contribution vs 4.8% for the primary brand creative The market and the consumer demand was already there - fifty million people just needed someone to explain the problem clearly to them. Source: Ipsos Marketing Mix Analytics #CampaignOfTheWeek #OTCMarketing #HealthcareMarketing #Medifacts #ConsumerEducation #CategoryGrowth #StopGuessingStartGrowing

📍Campaign Of The Week • UK • Flexitol Heel Balm • STADA Group There is a moment that happens every summer, usually somewhere between pulling the sandals out of the wardrobe and genuinely questioning your life choices. You look down at your loyal ‘dogs’, and the evidence is, alarming. Heel balm has always been that emergency 'oh no' purchase, Flexitol decided it was time to change the narrative. The brief wasn't just about sales, it was about behaviour; consumers were reaching for Flexitol Heel Balm reactively, only when the damage was already done. The task was to shift that mindset entirely, making it part of a regular routine, while pulling in a younger female audience for whom cracked heels weren't yet on the radar. Using our Home Tester Club community we put the product into the hands of 876 real women across the UK. What came back wasn't just ratings and reviews - it was a genuine shift in behaviour, captured on film. Real testers, in their own homes, talking honestly about going from hiding their feet to wearing sandals every day. Those authentic voices became the creative across TV, Facebook, Instagram and YouTube. Here's what the data showed. • +19.4% record sales for the hero SKU • +13% YOY sales during the campaign • +29% sustained YOY volume increase post-campaign across the entire range Those 876 women had all had their own version of that summer moment. Anushka said it best: "Before Flexitol, I would hide my feet at all costs." The impact of this campaign tells you she wasn't alone and that consumer behaviour in this category genuinely changed. Source: IRI Data, 52 w/e 7 Sep 2019 | Home Tester Club UK #CampaignOfTheWeek #BeautyCare #HomeTesterClub #CPGMarketing #MarketingEffectiveness #StopGuessingStartGrowing

"AI raises the floor, but people still raise the ceiling"... sharp observations from our very own Thais Freire, who attended MAD//FEST last week. Is your brand leaning on real insight, from real people or content built on synthetic audiences? It's not hard to guess who's gonna win at the shelf 😉 #BrandDistinction #RealPeople #RealInsight #StopGuessingStartGrowing #TheEndofMaybe

📍Campaign Of The Week • Philippines • Max Factor Colour Adapt • Coty (previously P&G) There is a reason that Max Factor was known as "The Make-up of Make-up Artists." It was never just a tagline; it was a statement of intent. Beauty as a craft, as science, as something earned rather than assumed. They were so committed to that philosophy, they coined a word for it: makeup. In a category of "revolutionary breakthroughs" and glossy vanity shots, how do you prove your product creates that glamour? P&G ran a study comparing two product launches, all variables were kept consistent, testing the impact of Zoot Review vs traditional equity: • Launch A: Traditional, high-gloss brand equity advertising. • Launch B: Brand equity + our third-party expert platform, Zoot Review. Instead of just showing a model, Launch B brought in leading celebrity makeup artist Jay Lozada through Zoot Review, who delivered an unscripted testimonial and demonstrated exactly how the product performed on a model in a backstage studio environment. Here's what the data showed. • Brand equity alone scored: 122% sales index. • Zoot Review + Brand equity: 263% sales index. That is more than double the performance of traditional advertising, and because the consumer actually understood the benefit, sales stayed at that peak for a full month after the ads came off air. Vanity shots may generate more attention, but expert authority builds understanding that drives sustained growth. #CampaignOfTheWeek #BeautyMarketing #FMCG #Data #ProofOverPromise #EducationalAdvertising #TBPC #TheEndOfMaybe

📍Campaign Of The Week • Canada 🍁 • Orville Microwave Popcorn • Conagara Foods Inc Few snacks are as woven into family life as a bowl of microwave popcorn: movie nights, long weekends, and family trips to the cottage. In 2018, one of Canada's most beloved snack brands was quietly losing that moment, and an entire category was going down with it. Microwaveable popcorn had landed in Nielsen's Top 10 Worst Performing Categories across all of Canadian CPG, food and non-food alike. Consumers were drifting away over health concerns, and bagged popcorn was steadily filling the shelf space left behind. Orville's answer was to reformulate entirely, stripping out artificial colours, flavours and preservatives to reclaim their place as a wholesome family snack. But without the right story reaching consumers at scale, the market had no reason to come back. Our trusted and recognized Brand Power presenter walked Canadian families through the reformulated recipe: what was no longer in it, why it mattered, and why Orville was worth coming back to. Here's what the data showed. • Six consecutive months of dollar sales growth, reversing a three-year decline • Dollar velocity reaching 34% at peak • Claimed usage at its highest point in five years • A category facing serious challenges - consistently growing again Orville had cleaned up their recipe, and Brand Power made sure Canada knew about it. Not a bad way to celebrate Canada Day! 🇨🇦🍿 Source: Nielsen MarketTrack. #CampaignOfTheWeek #CPGMarketing #Advertising #FoodMarketing #BrandPower #StopGuessingStartGrowing

The most powerful way to land a science-led product message in advertising isn't by broadcasting abstract claims. It's by showing the science, not just stating it. Scientific proof is the backbone. Our superpower is simplification: translating real science into consumer language people can genuinely grasp. Add the credibility of a trusted third-party voice, and the message moves from claim to evidence. Personal care, oral health, pet care, nutrition, home - the challenge is always the same. Complex science, a skeptical consumer, and only a narrow window to earn genuine trust through educational understanding. That's where animation does its most important work. A consumer watches a dust mite being encapsulated by a formula, plaque lifting from a gum line, an active ingredient reaching its cellular target. They don't just read a benefit; they watch it happen. Animation is one of the strongest tools in TBPC's educational advertising system, used across our full range of ad formats. Not as a creative flourish, but as a tool for consumer comprehension. Making the invisible visible. Turning complexity into clarity. Science made tangible. These are not production values, they are the reason consumers buy. #EducationAdvertising #ProductScience #ScienceCommunication #BrandPower #Medifacts #OTC #Marketing #StopGuessingStartGrowing

📍 Campaign Of The Week • UK • Solpadeine • Perrigo Take one complex product story mixed with the lowest market share in 15 years, and you have a migraine on your hands. After being acquired from GSK (now Haleon), Perrigo needed to turn the ship around, and quickly. Solpadeine had a genuinely differentiated formula. Three active ingredients, each doing a specific job: paracetamol relieving pain, caffeine accelerating its absorption, and codeine blocking pain receptor messages. The science was sound. Convincing a consumer of that in a pharmacy aisle, quickly enough to actually influence purchase, and often when they’re in pain is a different challenge altogether. Medifacts put a professional presenter in a pharmacy, walked consumers through the science - what each ingredient does and why together they work faster - and handed them off to the one person they already trust most in that moment: their pharmacist. Here's what the data showed. • During the Medifacts activity, Solpadeine reversed fifteen years of consecutive decline • Achieving 11.1% market value share, the highest the brand had seen since November 1998 • All while reclaiming their position as the UK's #1 pharmacy-only pain relief brand. The brief was to explain three ingredients. The result was fifteen years of decline, stopped in its tracks. Seems the best remedy for an OTC migraine is a bit of clarity. Source: IRI Worldwide. #CampaignOfTheWeek #OTCMarketing #PharmacyMarketing #Medifacts #StopGuessingStartGrowing #TheEndOfMaybe

A brand claim on its own is a lot to ask of the consumer. But it's not the beautiful ad or the unrealistic result that is the problem - it's who is making the claim. And when you’re in the moment, facing a shelf full of brands all with similar promises, decision-making fatigue can hit hard. The brands that convert fastest don't just make their case. They give the consumer a reason to trust them. From third-party education through to ratings and reviews, every piece of creative we produce starts with real consumer experience. When you stop guessing and start asking, brand belief is not only earnt, it becomes a certainty. #TheBrandPowerCompany #BrandCredibility #ConsumerTrust #StopGuessingStartGrowing #TheEndOfMaybe

📍 The Campaign Of The Week • Australia • Metamucil • Procter & Gamble Most advertisers avoid talking about regular bowel movements, we spent 3 decades finessing sales-driving success to normalize it. Some health topics are clinically important and socially uncomfortable in equal measure. In 2005, that was the challenge Metamucil was facing in Australia. The brief had a specific condition: educate consumers on regular bowel health in a way they'd actually accept, to drive sales. Brand Power's third-party positioning made it possible to do exactly that, moving the message out of self-interest and into something closer to independent guidance. Using a test and learn methodology in Western Australia, then expanded nationally. Three decades later, same challenge and similar approach was used in the US and Canada. Here's what the data showed: • Indexed sales reached as high as 204% when Brand Power aired alongside equity • Highest household penetration ever recorded in the USA • Upwards of 50% sales lifts in Canada • Six months of sustained lifts in the USA When the same model validates across three markets over three decades, it isn't a coincidence, it's a system of certainty. Source: Woolworths Scan Data, Australia (2005); US and Canada market performance data. #CampaignOfTheWeek #BrandPower #OTCMarketing #ConsumerHealth #TheEndOfMaybe #StopGuessingStartGrowing