OTC
SO MANY BRANDS...WHAT IS THE RIGHT PRODUCT FOR ME?
Cheapest or trusted?
Creating brand awareness and identifying your tatget audience, is an essential piece of the OTC marketing strategy.
The retail drug store environment is a product packed dog eat dog world. Making sure the consumer recognizes and makes the decision to choose your brand from the multitude of competition sharing shelf space, takes a well thought out researched strategy of the target market.
A successful over-the-counter strategy requires marketing dollars spent educating the consumer about the condition and what will be the smartest and most effective purchase to make without a prescription.
Whether it’s “what works” for alleviating cold symptoms, allergies, yeast infections, athletes foot, eye care or insomnia, every brand should have a “brand personality” and a consistent message that creates and builds trust in the mind of the consumer.
Making the case for Monistat
Monistat is sold as an over-the-counter remedy for the treatment of yeast infections using the anti-fungal medication Miconazole.
Marketed by Johnson & Johnson, the tag line and messaging created for Monistat was the number one doctor recommended brand. This statement was substantiated by research and consumer testing. Nothing ruins great advertising better than a product that cannot deliver on it’s promise.
The brand Monistat became a successful example of trusted messaging and a product that continually delivered on that promise.
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A new opportunity for K-Y brand personal lubricant.
Up to this point, K-Y Brand personal lubricant had always been associated with and marketed as a sexual aid.
But Based on new research, J&J personal care products realized a new opportunity to talk to the consumer about K-Y. The decission was made to create new messaging that would attract what was becoming a growing target segment of women who were experiencing personal dryness due to Vaginal health changes, as a result of medications they were taking, chronic conditions or age related symptoms.