Mélanie Foucher
Account Manager at Saatchi & Saatchi Geneva
Carouge, Switzerland
TitleTissue Overload
Agency
Campaign Tissue Overload - Novartis
Advertiser Novartis Consumer Health, Inc.
Brand Otrivin
PostedJune 2010
Product Nasal Spray
Business Sector Health & Pharmaceutical Products
Story SUMMARY:

The challenge for Otrivin was how to launch a true innovation in a category that is so dormant that people have stopped paying attention because they don't expect there’s anything new going on.


The objectives of the campaign were to increase value share for the total Otrivin brand by 2 points (by successfully launching new Otrivin Complete while minimalizing cannibalization on the Otrivin base SKU) and to differentiate Otrivin Complete from all the other brands.


Otrivin's opportunity was to reveal how, in fact, nasal cold sufferers are putting up with an incomplete solution by pointing out the negative attention that people receive from others because of their ongoing reliance on using tissues. This is especially aggravating when people are out in public and trying to be at their best. It shows that they’re not completely in control of how they wish to present themselves.


In order to create high levels of awareness for the new product and because of the need to illustrate the effect of Otrivin Complete, TV had a leading role, supported by print. As the target audience is so busy, in store and outdoor had an important role, while PR was used to drive additional interest and publicity.


Novartis Consumer Health exceeded its objectives in launching Otrivin Complete in Europe during the severe economic crisis. The overall rise in market share was 50% over target and each market exceeded its target, while showing a healthy growth rate.


Results show that total Otrivin brand value share has seen an overall rise of 50% over target. The growth has been mainly incremental and there was only a limited cannibalization effect for the existing business. Additionally, the campaign created tremendous interest and was appreciated by the audience, with correct message identification of 'Tissue Overload' scoring 24% higher than the benchmark.
Media Type Television
Market Poland, Belgium, Netherlands, Norway, Sweden
Account Director
Senior account Manager
Planning Director
Art Director
Copywriter
Creative Director
Novartis Global CCR General Manager
Novartis Chief Marketing Officer
Otrivin Global Brand Manager
Group Strategy Director at Mediaedge

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