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Name:
Chris Gibson
Company:
Fisherman’s Friend
Position:
Global Marketing

Chris Gibson (Fisherman's Friend) about Jobs-to-be-Done and Edizon

Chris Gibson is responsible for Global Marketing at Fisherman’s Friend, the adult confectionery brand with sales in over 50 countries. Chris is responsible for guiding the marketing function via independent teams in these markets and recent focus has demanded that Fisherman’s Friend acquire a deeper understanding of category consumers across the key regions of North America, Europe and Asia to inform decisions of consumer communication, media and NPD. The Strategyn ODI study has been a key input.

Project Summary:

Fisherman’s Friend has used ODI to discover why people use the Fisherman’s Friends lozenges across three continents. The research revealed that people use the lozenges for different purposes, for example to cure a sore throat, to stay alert and to make a good impression on others. In total we found 50 jobs that people are trying to get done with lozenges! Fisherman’s Friend has used this information to successfully redesign its marketing communications campaigns.

"With ODI we discovered growth
potential in 10 markets globally."
Chris Gibson, Fisherman's Friend