Ashton & Parsons ‘Shhh’ Campaign

The Task:

Ashton & Parsons have been making their traditional herbal teething remedy for 150 years using the exact same formula. Following a period of low production in 2012-2013, we started working with them again in 2013. This time Ashton & Parsons needed some strong creative to build awareness in the ever-changing parents market.

Our Solution:

Two things that are great at soothing toddlers are Ashton & Parsons and a cuddle with a soothing ‘Shhhh’. This simple insight formed the basis of our digital TV campaign.

The campaign was to appear online and on digital TV channels with media we planned and bought . TV was also to be widely supported by advertising and partnerships designed to keep the brand visible to mum and dad throughout the year.

Rob Hammond, Creative Director, explains: “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 ‘Shhhh’ 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.”

Results and Reactions:

The campaign was well received by customers online, giving Alliance a platform with which to speak further with parents about the Ashton and Parsons product range.


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