The launch of the inaugural RHS Flower Show at Badminton provided the perfect opportunity for Olbas to activate close to its Gloucestershire headquarters at Lanes Health. The sponsorship of a garden brought Olbas to life in a fresh, lifestyle-led setting, celebrating its natural ingredients while introducing new seasonal-use occasions for allergy sufferers – particularly relevant during a summer where the brand launched an Anti Allergy Nasal Spray.
THE CHALLENGE
Olbas has long been considered the go-to product for colds and flu, but customers rarely consider it beyond these use cases despite it being helpful in many other scenarios. Speed were set the challenge of expanding consumer perceptions of Olbas beyond being a cold and flu remedy.
THE IDEA
We partnered with award-winning garden designer Joshua Fenton to create The Electuary, an Artisan Garden inspired by Olbas’ botanical heritage and the natural remedies that underpin the brand. The partnership enabled the brand to engage local communities, regional media and trade publications, while broadening consumer perceptions of Olbas beyond cold and flu by highlighting its relevance during hay fever season.
The Electuary was awarded a Silver-Gilt Medal.
The campaign secured 24 pieces of coverage, including regional and trade titles as well as BBC Gardeners’ World, reaching audiences across websites with a combined 1.3 million monthly visits.
Coverage was wholly positive and delivered 75% brand recall overall, with Olbas achieving 73% recall, helping reinforce the brand’s trusted natural heritage and broaden awareness of its relevance during allergy and hay fever season.
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