Reckitt Benckiser

 

Reckitt Benckiser

 
 

Case Study: Front Shop Assistant Academy
   
The Challenge
Reckitt Benckiser consider Front Shop Assistants (FSA’s) an important target market for all their pharmacy brands as they are important drivers of recommendation. Our challenge was to develop a training program that doubled as a CSI programme – and thus the Front Shop Assistant Academy was born.

The Solution
Fine healthcare developed this programme through which successful participants earn a bursary that enables them to further their education and become qualified Pharmacy Assistants. 1021 shop assistants from 230 pharmacies registered with the academy and are being educated on four Reckitt Benckiser brands.

The Result
This campaign redefined the ambitions of FSA’s and achieved a 41% response rate.
   

Case Study: The Nurofen Warm lasting Hug Competition
   

The Challenge
Reckitt Benckiser challenged Fine Healthcare to develop a winter CSI campaign for Nurofen. In this campaign we provided Pharmacy Staff the opportunity to make a difference by nominating a charity of their choice to be recipients of blankets during the cold winter months.

The Solution
By linking the idea of a blanket to the gesture of giving a “hug” we not only communicated the campaign mechanics but also made the metaphor clear: by donating a blanket, you will be caring for someone less fortunate, which is, considering their harsh reality, akin to giving them a hug.

The Result
Pharmacies generally embraced the opportunity to make a difference in the lives of the less fortunate and the campaign received nominations for numerous charities.