ff doorbijten

Fisherman’s Friend (concorp)

'Strong stuff, that Fisherman's Friend'. This is anchored in the minds of many Dutch people. But the campaign and the slogan had become a little tired. Fisherman's Friend was becoming increasingly associated with; 'Oh yeah, that's what Dad sometimes pulls out of his pocket'. So, time for a breath of fresh air, a new direction.

With 'FF Doorbijten' we delivered the winning pitch. A concept focused on the 'mentally tough millennial'. We linked the (strength of) Fisherman's Friend with a 'fresh young face'; the feeling of grabbing tight and hanging on. Not hanging your head if things don't go your way, but rolling up your sleeves and getting stuck in.

Share your ‘DOORBIJT’ moment. Fisherman’s Friend will help you to maintain mental control. Share your everyday, frustrating, awkward, ‘doorbijt’ situation, in which you kept it together with #ffdoorbijten.