Success Stories

The Lofthouse family congratulated the Stuart Alexander marketing team at their annual regional conference in 2011 for the exceptional thinking and execution behind their successful experiential sampling campaign strategy in Australia and New Zealand. Between 2007 and 2011, Fisherman's Friend has enjoyed over 20% growth in sales value.

Creative sampling changes consumer perception

Australian and New Zealand consumers typically associate Fisherman's Friend as a product for coughs and smokers rather than for general year-round refreshment and enjoyment. There has also been some resistance to taste-testing the product due to a misbelief that all variants are 'extra strong' menthol-based.

Through effective experiential marketing and sampling programs this consumer reluctance to trial the range of product flavours is being eroded and the brand is building greater penetration, successfully moving from niche to mainstream.  

Through strong local knowledge, activities are tailored to suit each country based on their different flavour profiles. All marketing is centralised through the Sydney head office to streamline communications and amortise costs.

Dedicated field teams drive in-store visibility, a key part of the strategy to drive top of mind awareness with consumers in a competitive segment dominated by multinational brands.

In 2011 Fisherman's Friend outperformed its segment with 5.6% growth in Australia against 1.4% growth in the medicated segment and in New Zealand, 12.2% growth against 0.06% growth in the medicated segment.