OTC

SO MANY BRANDS...WHAT IS THE RIGHT PRODUCT FOR ME?

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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.