Reigniting a heritage brand with wit that scales.
The Challenge
Smith Brothers, America’s original cough drop, had quietly faded from relevance. Once a staple on shelves nationwide, it had become invisible to younger consumers and overlooked by retail buyers. Some local markets still had nostalgic ties to the brand, but broader recognition had slipped.
We needed to reignite the brand with personality, presence, and proof of performance to reach both shoppers and decision-makers at scale.
Our Strategy
Our strategy was rooted in one bold truth: laughter is the best medicine. The message? Suck on this.
We crafted a heritage-backed, irreverent campaign designed to break through the clutter and spark reappraisal. We targeted Rite Aid retail buyers with humor-led digital assets while capturing consumer attention across:
- OTT/CTV streaming platforms
- Geo-targeted mobile and display ads
- Social media activations
Every touchpoint combined wit and precision targeting to get noticed and remembered.
