Pharmacy Front of Shop
AgioFibe and AgioLax were small brands competing against Metamucil, Doculax and Coloxyl in the Fibre/Laxative category in pharmacy. The specific challenge at the time was to avoid de-listing in retail accounts (particularly Chemist Warehouse). With this in mind a creative strategy with cut through messaging and tactical elements was developed and implemented.
Executions across consumer print, point of sale, and sales promotion as well as trade initiatives, training and public relations all worked together in a highly integrated way to maintain distribution and drive sales.
Pharmacist Only Brand
As a Schedule 3 brand, Hydrozole could not be accessed by the consumer with out the assistance of the pharmacist. The challenge was to create consumer awareness of the brand and the benefits it offered over front of shop alternatives and drive request in pharmacy.
The Anti Anti message cleverly drew attention to the anti fungal and anti inflammatory (anti itch) benefits of the brand and obviously the fact that sufferers were “anti” the condition itself.
Key elements of the campaign included in store POS, consumer public relations, print advertising, movable billboards and event marketing (for tor example fun runs – such as the iconic Sydney City to Surf). Trade executions and pharmacy assistant training was also integral.
Pharmacy Therapeutic Skincare
Cetaphil was the #2 in the crowded therapeutic skincare brand in pharmacy at the time.
The brand’s unique growth strategy involved expanding the indications for which therapeutic skincare should be used This would grow the brand by growing the market.
And so, Cetaphil Skin Solutions was launched.
The program was flexible and used in direct to consumer communication (print advertising, consumer public relations and on the internet(, , in pharmacy and in, doctors and specialists’ surgeries.