Distinctively
Let nothing interrupt beautiful moments
Research shows that choosing the right cough product is a major challenge for many consumers. A study published in Postgraduate Medicine emphasizes that consumers often struggle to assess the type of cough (dry, wet, acute, or chronic) on their own, which complicates the selection of the appropriate syrup. This dilemma not only prolongs discomfort but can also lead to less effective treatment. That is why we designed the GrinTuss campaign with a clear message: Let cough not interrupt beautiful moments. GrinTuss is a universal solution that works for various types of cough, simplifying consumer decisions and allowing them to focus on what truly matters.
| Client |
Polymetria
|
| Service |
Digital advertising
Creative and design
|
| Team |
Petra Vidrih
Darja Štukelj Rus
Anja Grabar
Žan Mlinarič
Urška Štokelj
|
| Year | 2025 |
Designing Advertisements with a Clear Objective
For effective reach of the target audience, we designed two types of ads tailored to different stages of the purchasing process. Awareness ads directed visitors to the GrinTuss landing page, where they could learn about the key benefits of the product, such as its natural composition and universal effectiveness for various types of cough. Sales ads, on the other hand, allowed consumers to quickly be redirected to online pharmacies (lekarnar.com in Slovenia and mojaljekarna.hr in Croatia), where they could easily order the product with just a few clicks. This ensured a simple and intuitive user process from interest to purchase.
Advertising and Promotion
The campaign featured a comprehensive media approach that combined various channels for maximum reach of the target audience. TV and YouTube ads were responsible for building brand awareness, while Google and Meta advertising enabled precise targeting and further stimulated interest in the product. Promotion on online pharmacies, with prominent banners on their homepages and posts on their social media channels, made it easier for users to access the product where they most frequently search.
We also addressed consumers directly by distributing samples in shopping centers in Ljubljana and Zagreb. Visitors had the opportunity to try the products and receive expert advice, creating a personal experience that digital channels cannot replace.
Results
The campaign in Croatia reached a wider audience and had a lower cost per click compared to the campaign in Slovenia. In total, we recorded 5,003 clicks in Slovenia with an average CPC of €0.18, while in Croatia, there were 7,436 clicks with a CPC ranging between €0.12 and €0.13. In both countries, the Sales ad set reached more people and had more impressions than Awareness, confirming its effectiveness.
