Hudson's seeks to lift flagging share

<P>Hudson's, a 40-year-old maker of cough drops and medicated candies, has asked Alchemy Partnership of Singapore to overhaul its image. </P> <P>"Hudson's lost out on an entire generation of consumers. It's one that most 40-year-olds grew up with, since the candy was often used to mask cigarette-breath," said Raj Mulani, executive partner of Alchemy. "But most people in their 30s and under have never heard of it." </P> <P>Mulani said the medicated candies category is dominated by Halls and Ricola, both aggressive advertisers with strong youth awareness. "Customers in this category tend to be promiscuous. Hence, to stimulate organic growth, Hudson's knew it had to rejuvenate its image."</P> <P>The agency is working on a new look, package design, ad campaign and products for the Petra Foods brand, which is due to roll out in Singapore and Malaysia later this year.  <BR></P>