Anta Flu Throat Pastilles condition the throat and freshen breath. Many people are familiar with them, the refreshing candies from Anta Flu. As soon as the flu season starts and people get a sore throat, they are bought in bulk. And therein lies the problem. The link between Anta Flu and flu/throat pain is very strong, but Anta Flu is relevant at many more times. Think of fresh breath after lunch, before a date, during a festival, throat care after singing too loudly.... Loading new moments of use is one of Anta Flu's challenges.
The next challenge is the relatively old buyer group. The "youth" of today know the candy mainly from their grandfather or grandmother. However, they hardly ever buy it themselves. How can we make Anta Flu more popular among younger target groups and encourage them to buy the candy?
Together with Anta Flu, we have been successfully working together for several years on the following objectives:
- Loading new uses outside the candy season
- Stimulate sales among younger audiences
And with success!
Campaign
For Anta Flu's campaign, we searched for channels that would allow us to reach the younger target group in a targeted and cost-effective way and load the different moments of use.
In 2022, we sought collaboration with SLAM!, the largest radio brand in the Netherlands in terms of reach on YouTube, Instagram and TikTok, in the younger target group. During the campaign, we were visible around video content of various top DJs on YouTube. On radio, these DJ sets were promoted, also made possible by Anta Flu and also through social channels. The campaign was supplemented with regular spots, in which various moments of use were named.
In 2023, we went for greater reach by partnering with Qmusic, market leader on radio in the 20-49 age group. Anta Flu is a sponsor of Het Grootste Zomerfeest van Nederland, a festival that is driven by Qmusic through promos and various in-program moments on radio giving away tickets. Naturally, Anta Flu will be linked to all these moments and will also be visible on the action page online and in the app. Finally, Anta Flu will also sample at the festival. In short, a very extensive collaboration in which we are using many diverse channels through which we reach the target audience.
To introduce Anta Flu to as many young people as possible, Anta Flu is also providing fresh breath at other festivals this summer. With this, we ensure visibility of the product in the target group, but also actual introduction through tasting.
The entire Anta Flu campaign is supported by visibility online through online video, display and, of course, social media cannot be missing from the media plan for this younger target group.
Finally, visibility close to the moment of purchase remains very important in order to stimulate spontaneous purchases. Deployment of the digital screens in various supermarkets realize a last moment of contact. This reaches all shoppers.
Results to date
The focus on the young target group in recent years has been very successful to date. In the latest measurements, the percentage of buyers in the younger target group had increased by as much as 42%, from 6.4% to 9.1%. This is still mostly light buyers, but is a good first step. We also see an increase in the percentage of buyers in the group of households with children from 33.9% to 35.8%. The percentage of spending is also rising steadily in this target group.
In addition, we also see an increase in purchase of the product outside the winter season, which also shows that people are opting for other times of use than just for flu/throat pain.
Nice results, but still plenty of room for improvement. Next year, therefore, we will continue with the two goals set.
How do we see the future?
The logo of ANTA flu and specifically "flu" is considered a health claim. This is no longer allowed. The goal is to have only ANTA on all packaging by 2024. From now on, communications will also refer to ANTA instead of ANTA flu.
Next year, because of the "name change," radio will not be used, because just mentioning ANTA will not provide enough recognition. We will focus more on visual media in 2024, as the packaging has hardly changed and is very recognizable. Furthermore, we will continue current objectives; continue to rejuvenate and continue to load use occasions outside the flu season.
We will continue to look for 'new' channels to reach the young target group, in which social media will continue to play a major role. Sampling at relevant locations such as festivals will also remain an important part of the strategy, in order to introduce the product.
