I came across this campaign yesterday and was little disturbed by it.
It is a pop-up concert series that appears to be a collaboration between Nova & Soothers.
Now, I understand that Soothers must be trying to appeal to a younger audience and that they've found a need amongst this target for the product BUT, I also think there is a disconnect between the product and the space they are playing in.
I feel like Soothers are taking too big a leap of faith in jumping into the music space. My opinion on brands employing music as a communications territory and then social media as a comms channel is that they need to do it properley or they shouldn't do it at all. It feels like a stretch to be putting a brand that is all about coughs & colds into a youth oriented space.
I would actually argue that this will diminish the brands credibility as a medicated lozenger and their appeal amongst the younger generation will be as a confectionary not as a solution to sore throats.
This of course depends on whether or not they hit some decent numbers. At the moment, they've only got 92 friends on MySpace.