Gaviscon: Connecting with customers during Ramadan

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The challenge

Gaviscon has communicated a lot of functional benefits. According the Brand Health Tracker results Gaviscon is known for its efficacy – but lacks in brand personality and personalization. We need to ensure we do not lose the medicated efficacy of Gaviscon whilst building equity among the audience who suffer from heartburn – especially occasional sufferers. This is especially true over the holy month of Ramadan, as fasting and overindulgence contribute to heartburn and indigestion.

The solution

We decided to develop a Gaviscon campaign that speaks to our Muslim audience. We developed a special calendar with times indicating when people can break their fast (Iftar), as well as partner with well-known South African comedian and doctor – Riaad Moosa. We handed out calendars at Mosques, malls, and restaurants where a majority of our audience spend their time to ensure they have a heartburn- and indigestion free Ramadan.