The 2013 winter remedies season will see RB UK continuing to drive category growth with the promotion of Strepsils, the UK’s No. 1 trusted brand for sore throats[1]. A new £2.5m two-pronged promotional campaign which rolls out in October links with the hit entertainment show The X-Factor for high profile awareness and will focus on educating consumers about the benefits of Strepsils over sweets for effective sore throat relief, focusing on the Honey & Lemon variant. Once The X-Factor element comes to an end mid November, the campaign will also promote the effective combined benefits of Strepsils Extra Strength for severe sore throats.
The new promotional campaign, offering a chance to win tickets to The X-Factor Live Final for one lucky winner and three friends will run on TV as well as utilising online, point of sale and social media. With the key messages highlighting the efficacy of Strepsils and the longer relief provided vs non-medicated sweets for sore throat relief RB UK is anticipating an increase in sales as a result and a 1.5% category growth.
Research shows adults suffer from as many as five colds a year, and children as many as ten[2] with a sore throat often the first sign that a cold is developing. With the arrival of the cold and flu season and the launch of The X-Factor this represents a major opportunity for retailers to display Strepsils in a prominent position and encourage medicated lozenge sales instead of non-medicated sweets. Not all sore throats are the same and Strepsils Extra Strength is designed to help relieve the symptoms of severe sore throats.
Strepsils Extra Strength Blackcurrant Lozenges, containing Hexylresorcinol, soothe and lubricate the throat, relieving pain and killing the germs that can cause sore throats.
1. Local anaesthetic to relieve pain
2. Antiseptic to help fight infection
3. Soothe sore throats
Available in boxes of 36 lozenges at an MRRP of £4.59.
Strepsils Honey and Lemon Lozenges for general sore throat relief, containing a combination of two effective antiseptics (2,4-dichloobenzyl alcohol 1.2mg, Amylmetacresol 0.6mg) relieve the discomfort of sore throats in a soothing honey and lemon flavour.
Available in pack sizes of 16 Lozenges MRRP £2.59, 24 Lozenges MRRP £3.69 and 36 Lozenges MRRP £4.19
1) 25.1% market share, Nielsen market data to 17/08/2013
2) Eccles, R. Lancet Infect Dis. 2005; 5 : 718-725
Reckitt Benckiser (RB) is a world leader in household, health and personal care. It is a FTSE top 25 company and since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation – typically about 35% of net revenue comes from innovations launched in the prior 3 years. It has a strong portfolio led by 19 global powerbrands which are: Finish, Lysol, Dettol, Vanish, Woolite, Durex, Calgon, Airwick, Harpic, Bang, Mortein, Veet, Nurofen, Clearasil, Strepsils Gaviscon, Mucinex, Scholl and French’s, and they account for 70% of net revenue.
RB people are at the heart of the company’s success. They have an intense drive for progress and action and a desire to outperform wherever they focus, including in CSR where the company has the most ambitious corporate responsibility programme in the industry through its Carbon 20 initiative.
Headquartered in the United Kingdom, the company employs about 25,000 people worldwide, with operations in over 60 countries and sales in almost 200 countries.
THE X FACTOR
The X Factor is one of the most watched entertainment programmes in the UK. Airing on ITV, the UK’s largest commercial broadcaster, it was created by Simon Cowell and is owned and co-produced by Syco Entertainment (a joint venture between Simon Cowell and Sony Music Entertainment) and Thames (a label of FremantleMedia UK). The X Factor has been one of the most popular TV shows in the UK since it first aired in 2004. It has won numerous awards including three Bafta awards, numerous NTA awards and the coveted Rose d’Or. The official X Factor website, www.itv.com/xfactor, is produced by FremantleMedia UK Interactive with ITV and is the online home for The X Factor. The X Factor is sponsored by TalkTalk.
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