Luden's recently rebranded themselves towards a younger audience. Hall's is marketed as a more medicinal cough drop while Ricola is the all natural and classic cough drop. Luden's tapped into the youth's interest in concerts. You can't really have a good time at a concert and you surely can't perform well at a concert if you're coughing. A pretty decent insight. However their site, twitter acount, and instragram feed didn't all have the same tone. We also found some images of a "tickler." A creepy character who would tickle your throat with a feather. We never found the associated video though.

 

Tasked with rebranding Luden's as an exercise, our group sought some new insights. We found that coughing at the wrong time can really cause some awkward situations. To push that idea even farther, coughing could cause some pretty terrible mistakes on the job. The barber could make a huge cut or the bomb diffuser could clip the wrong wire. We imagined some pretty jarring, but comedic scenes with those insights. Stepping away from the more tounge and cheek approach, we also discovered that coughing can take away from life's more important moments.

 

These three storyboard commercials represent each of those approaches.