Novartis: Tissue Overload
The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect there's anything new going on.
This is a story of a forgotten category: there has been no innovation offered in the past 10 years for nasal congestion based on the common cold. All nasal sprays do and communicate the same: they unblock your nose so you can breathe better. Many people think that all the nasal sprays are the same; they unblock your nose and that is it.
Novartis...