PRODUCT FOCUS
PERRIGO BUSTS MYTHS ON INSECT REPELLENT USE FOR SHORT-HAUL TRAVELLERS WITH NEW OPTIMISED DIGITAL DISPLAY CAMPAIGN
Perrigo, is launching a new digital display advertising campaign to remind consumers to purchase an insect repellent for their short-haul travel.
With a 52% increase on investment spend compared to last year, the initiative will target short-haul travellers showing a high propensity to travel within the next 20 days. Online visuals will encourage consumers to ‘get summer ready’ and include a click-through to educational content on the Jungle Formula website. Activity will go live from 1st June and continue until the end of August.
As well as educating consumers, Jungle Formula has also created some strategy guidelines for pharmacy teams to follow in order to help build their insect repellent offering:
List insect repellents alongside sun care products – this will make it easier for shoppers to find the travel products they need in one location, and those who need sun care are likely to also need an insect repellent. In other retailers, this strategy has helped increase the sales of both insect repellent and sun care
Talk to consumers who seem to be buying products for their holiday – in this way, pharmacy teams can directly remind their customers that even if they are only travelling within Europe, they will require protection
New POS materials for pharmacists to use in store will be available through Perrigo’s field sales force team.
For more information on Jungle Formula products, visit the website at
http://jungleformula.co.uk
TIGER BALM
Perrigo, is driving awareness of when and how to use Tiger Balm White as part of a summer marketing initiative for both Tiger Balm Red and Tiger Balm White. The campaign, into which over half a million pounds has been invested, will introduce Tiger Balm White as a product for effective herbal relief from tension headaches.
Above-the-line activity will go live on 2nd July and will run for a total of 10 weeks. This will include seven weeks of TV advertising and a number of in-store activations that will help to differentiate between Tiger Balm White and Tiger Balm Red. This promotional activity comes at a time when ‘botanical/herbal’ is one of the fastest growing product positioning claims in the OTC analgesics market.
The Tiger Balm range uses a unique blend of herbal active ingredients that have been proven to be effective, including camphor, menthol and clove oil. Suitable for both young and old, including children aged two years and above, it is recognised for its effectiveness in soothing sore and aching muscles across the body with its comforting penetrating heat.
For more information on Tiger Balm products, visit the website at
www.tigerbalm.com/uk.
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