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Case Study
1.
Treating The Tingle - Making the Switch for Zovirax Cold Sore Cream
Jasper Garland and Elaine Macfarlane, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1994
Launch of cold sore remedy into OTC market, 1993-4. Media: national press, women's quality monthlies, TV test in 3 regions. Roll-out followed early success. Evaluation: 97% pharmacy recommendation 6 w ...

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