Subject Index
 

In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

Procter & Gamble's ThermaCare was a small player in the menstrual market. The product had been in a two-year decline, and lacked marketing support and shelf space, as well as operating at a price disa ...

This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

Benylin had long been holding a 12% dollar share in the cough/cold/flu/sinus category, but there were signs that the long-running 'Doctor Recommended' campaign was starting to soften. Action was neede ...

Through its Whitehall-Robins Healthcare subsidiary, American Home Products (AHP) had been producing an ibuprofen-based analgesic under the brand name Advil for 14 years when in August 1998 it introduc ...

In January 1998, Pharmavite launched a $17 million national television, print, and radio campaign for its Nature Madeline of vitamins and nutritional supplements. Created by Leo Burnett, the campaign ...

With a budget estimated at $20 million and a campaign overseen by J. Walter Thompson USA of New York, the Warner-Lambert Company in mid-1998 launched a series of television spots for its Rolaids brand ...

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century h ...

NicoDerm CQ, a sticky patch that adhered to the skin and delivered a steady flow of nicotine to help ease the physical withdrawal symptoms associated with quitting smoking, was introduced by its manuf ...

During the early 1990s Breathe Right nasal strips, manufactured and marketed by CNS, Inc., enjoyed a meteoric rise in sales. This success was largely attributed to the influence of certain prominent a ...

This paper discusses the 2001-04 multi-country campaign for Nicorette, the quit-smoking aid from Pfizer. The brand faced the problem of needing to distinguish itself from the competition in order to d ...

This short paper argues that the Special K and Roc Anti-Cellulite promotion offered an exceptional, innovative consumer solution – “interior” slimming with the 15 day Special K Slimming Challenge and ...

Senokot, the UK brand leader in constipation treatment, had 30.5% market value share. However there was a strong belief that both the Senokot brand and the constipation market had a great untapped pot ...

When Coricidin II (CII) was launched in January 2004, it faced serious hurdles in reentering the cough and cold medication market. The name itself was a double-edged sword, because though it had limit ...

When consumers suffer from nasal congestion, they buy products they trust, and Breathe Right nasal strips are not one of them. Since most consumers consider Breathe Right strips to be a gimmick for pr ...

Contact lenses have a problem in that they are prisoners of consumer apathy. People are highly involved in their eyes, yet they care very little about contact lenses. So, despite 50% of the population ...

A framework is presented to understand how consumers respond to eight topics for OTC health care, ranging from simple physical examinations to medicinal shampoo. The objective is to understand how con ...

In the late 1990s, Benadryl's long history started to work against it with newer brands enjoying more positive perceptions both among consumers and pharmacists. Pfizer responded with a concerted effor ...

This is a story of movement - of how planning used insights into consumer attitudes to move Metamucil, from being seen in a negative light: as something that constipation sufferers turn to in times of ...

Contact lens use in Australia is a third of that in most countries in the western world, yet these customers are amongst the highest value for an optical retailer. Hence when OPSM approached The One ...

This paper looks at how Bonjela, a leading brand in a relatively small healthcare category, is, through its advertising, growing into a stronger brand that is driving overall category growth. A major ...

A great testament to the power of great print, this paper sets out to prove the contribution of advertising to the resurgence of Fisherman’s Friend, one of the country’s most enduring brands. The ambi ...

Motrin is an ibuprofen that McNeil bought from UpJohn in 1995. Despite heavy TV investment and retail promotion, it was well back of Advil, the ibuprofen leader, with flat share by 2001. The target au ...

Familiprix had been positioned as ‘pharmacy owners who know health issues and are close by’. The health positioning reflected a product mix that skewed 70% to healthrelated products, compared to 30% f ...

At the launch, allergy remedy brand Benadryl had the product advantage of being faster-acting than its competitors. Advertising was developed along the rational persuasion model to explain this advant ...

Campaign (2000-1) to revitalise a 50-year-old brand in the stagnant laxative category. Research showed that many more people treat constipation with diet than laxative, and that most sufferers are fem ...

2001-2 campaign for Aeroguard, leader in the PIR (personal insect repellent) market in Australia with 51.5% share. This increased to 57.6% in 3 months against overall market decline in a below average ...

The case describes a campaing that sought to make Nicorette the number one NRT brand by end of 2001, as measured by sales/market share and brand/advertising KPIs. Annual sales in Nicorette gum increas ...