Calpol

Objective

M&F worked with foundation analgesic Calpol to modernise the brand, and show it meets the needs of today’s parents. The campaign also needed to help Calpol maintain its market leadership position, and rebuild its image after a product recall.

Tactics

The Pregnant Dads campaign capitalised on the topical issue of paternity rights. M&F commissioned research into the changing role that fathers play in the modern family, and sold the story into press and radio. A Pregnant Dads Pack was created, with advice on surviving and enjoying pregnancy and the birth of a child, as well as facts about new government paternity legislation.

Results

The research was featured in 44 publications including the Times and the Evening Standard, reaching an audience of 20 million. All coverage was positive and Calpol-branded, and after the campaign, perceptions of Calpol were at an all-time high.