In a category where unit sales were down -2%, Zicam Allergy Relief unit
sales were UP +15 points above goal
Project Challenge
Since its introduction in 2000, Zicam Allergy Relief had been unable to get traction in the extremely competitive over-the-counter allergy category. This was attributed to several factors: – As a relatively unknown player in a market that includes mature and trusted brand names such as Claritin and Benadryl, it was an uphill battle to gain market share and make a name for itself in the category. – The FDA approval of Claritin to be sold over-the-counter in 2002 caused a drastic increase of media spending in the category creating an even bigger hurdle for Zicam Allergy Relief. In 2004, their Share of Voice was 0.08% and key competitors were spending up to 66 times as much as Zicam. – Their presence was almost invisible at the retail level. – Due to declines in 2004 dollar and unit sales, Zicam Allergy Relief was forced to reduce advertising spending in 2005 and condense the media flight, causing a late start to our spring allergy advertising efforts.
INSIGHT
Our research indicated that our key prospects were women “gate-keepers”, responsible for reviewing the OTC products that they brought into their homes, and that these women wanted allergy medications without side-effects like drowsiness.
SOLUTION
Given Zicam’s awareness limitations, we focused on a reach-strategy, choosing publications and websites with high coverage against women gate-keepers
Our recommended magazines and websites resonated with the lifestyle of our target by focusing on the cornerstones of Family, Home, and Self
We also positioned our ads in key editorial sections that spoke to activities associated with allergies, such as pets, gardening, and other outdoor activities
PROJECT RESULTS
With no significant changes at the retail level and year-to-date allergy incidence down -2.8%, Zicam Allergy Relief’s new advertising was the only change that could be credited for successfully increasing unit and dollar sales above goal for the first half of 2005 – In a category where unit sales were down -2%, Zicam Allergy Relief unit sales were UP +15 points above goal – In a category where overall dollar sales were down -1%, Zicam Allergy Relief dollar sales were UP +11 points over goal
