Halls Soothers offers women some TLC in DM drive

by Daniel Farey-Jones,, Brand Republic 16-Nov-04, 07:00

LONDON – Cadbury Trebor Bassett is launching a direct mail campaign for its Halls Soothers throat sweets, targeting 25- to 35-year-old women offering them some TLC.

The campaign, created by EHS Brann Cirencester, includes a mail pack, a door drop and a follow-up postcard.

The creative idea behind them all is that Halls Soothers provide a much needed-touch of TLC at the end of the day. The direct activity is supporting the above-the-line campaign called "Have your throat kissed", which will be running throughout December.

The mail-pack is going out now to 150,000 25-to 35-year-old women. It is a love letter from the brand to the consumer, suggesting they need to look after themselves a little more and includes coupons to encourage repeat purchase.

Just over 1m door drops are also going out now. The drop shows a lonely hearts column on the outer, inviting recipients to find some "soothing comfort" with Halls Soothers.

The follow-up postcard with further money-off vouchers will go out in early January. It continues the theme with a love heart carved on a tree saying "Halls Soothers 4 U".

Frazer Howard, creative director at EHS Brann Cirencester, said: "We want consumers to feel a unique bond with Halls Soothers and view them as a great tasting sweet in the medicated range that provides soothing relief for a sore throat. This is communicated through the creative concepts we have developed and are now rolling out."

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