Betadine faced the daunting task of convincing Canadians to stop seeking relief from cold symptoms, and instead treat the sickness itself. It was looking to launch new products that claim to treat the virus and bacteria that cause sore throats. But it was imperative that the product be used at the onset of scratchy throat – before a full-blown cold kicks in. The answer lay in a simple yet sticky rhyme: “Feel the sign? Betadine.”

In TV and digital spots by Zulu Alpha Kilo, the throat-clear became the hero “sign” of a cold, which triggered people into action, stopping whatever they were doing – in a business meeting, pulling the winning lottery numbers – to gargle with Betadine. The spot (which won a Bronze in Launch Strategy) ended with the memorable line, encouraging a new ritual.

In just three months, Betadine expanded the throat spray category as a whole. The brand’s new products accounted for 90% of the category growth versus the previous year and reduced the market leader’s volume share from 75% to 49%.