Liquorice Launch Ashton & Parsons ‘Shhh’ Campaign

Liquorice have played an integral role in the growth of heritage teething product, Ashton & Parsons in recent years. Our support for the Alliance Pharmaceuticals brand continues in the first quarter of 2017 with the launch of a new marketing campaign.

The new campaign builds on the success of the Ashton & Parsons campaign launched in 2013 by Liquorice, which helped the brand to become Britain’s number one teething remedy.*

With the brand now re-established in the market following a period of low production in 2012-2013, Ashton & Parsons needed strong creative that helped further strengthen product awareness with the ever refreshing new parents market. We developed the idea of extending the ‘sh’ in the company name to create a “shhh” to build the association of calming your baby with the brand’s story.

Rob Hammond, Creative Director at Liquorice, explains the rationale of the campaign:

Parents have always naturally soothed their babies distress with calming cuddles and a reassuring ‘Shhhh’. But when that’s not quite enough, Ashton & Parsons Infants’ Powders are a ‘Shhh’ in a packet to provide relief from symptoms of teething.

The idea is to bring those gentle soothing qualities to life with a beautifully animated ‘Shhhh’, which magically wafts throughout the ads and seamlessly becomes part of the Ashton &Parsons logo, forever associating the name with its naturally soothing qualities.

The television commercial at the heart of the campaign will appear on digital TV channels and online with media planned and bought by Liquorice. TV will be widely supported by advertising and partnerships designed to keep the brand visible to mum and dad throughout the year.

Ceri Chard, Head of Consumer Healthcare at Alliance Pharmaceuticals commented, “We are delighted to be working with Liquorice again on such a cleverly simple creative which perfectly met the brief of assisting in growing and strengthening awareness of our teething brand with parents ”

Watch the ad here: