Rebranding can revive a product and even make it thrive. When a school teacher first launched Airborne, it promised to cure the common cold, but the claim wasn’t proven. Airborne was stuck and required a shift in branding as well as messaging in order to catapult the business.

A holistic creative idea, "The Fighter in You" was developed to drive relevancy with an evolving consumer landscape. Instead of focusing on curing colds, supporting the immune system with a proprietary formula was highlighted. This new, fresh campaign was launched across: TV, OOH, print, digital, and social media. The packaging was reinvented focusing more on the key ingredients as well as developing new products like gummies, which are still a market leader today. Airborne Everyday, a multivitamin, and Airborne Dual Action, a premium line extension with a stronger claim, “clinically proven to boost the immune system” were launched to secure incremental distribution.

This makeover wasn’t just surface-level. The changes led to real results. The business grew over 50% in the first year (the only brand to do so at Reckitt that year). When rebranding truly resonates with your audience and clearly addresses the purchase barriers, growth can skyrocket.