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ROBINS' ROBITUSSIN COLD & COUGH, SEVERE CONGESTION LIQUI-GEL DEBUTS

This article was originally published in The Tan Sheet

Executive Summary

ROBINS' ROBITUSSIN COLD & COUGH, SEVERE CONGESTION LIQUI-GEL DEBUTS are expected to be backed with $ 28 mil. in multi-media advertising and promotions touting the products as: "Our best medicine for your worst cold." The two line extensions, which began shipping to the trade on July 1, are being handled by New York City-based Scali, McCabe, Sloves. Robitussin Severe Congestion clear green caps are indicated as a nasal decongestant and an expectorant and contain guaifenesin 200 mg and pseudoephedrine 30 mg per Liqui-Gel. Robitussin Cold & Cough, in clear red caplets, also contains guaifenesin 200 mg and pseudoephedrine 30 mg and adds 10 mg of dextromethorphan as a cough suppressant. Both products come in 12- and 20-count packs and claim to be non-drowsy formulas. Robins noted in materials to the trade that the $ 28 mil. allotted to the double launch of the Robitussin Cold & Cough and Severe Congestion Liqui-Gel products represents the largest ad support of any new product in the company's history. National television commercials, expected to run from October through March, will result in 23 aired ads throughout the cough/cold season, Robins said. Additional tags promoting the new products will be included in TV station breaks for Robitussin Cough Syrup. The advertising program also will feature free- standing inserts in Sunday newspaper supplements that Robins said will drop over 200 mil. coupons. The FSI spree will begin on Oct. 3 and continue with one FSI each in November, January and February. Robins reported that trial-generating promotions will accompany the products to market. "Millions of $ 1 mail-in rebate" opportunities will be on floorstand tear pads highlighting the Robitussin Liqui-Gels, Robins noted in materials to the trade. Five million in-package coupons will also be provided to retailers, the company added. Other marketing plans for the Liqui- Gels include sending "over 2 mil. starter samples" to physicians and disseminating separate mailings to 60,000 pharmacists. Medical journal advertising will span September through March. Robins noted that test marketing of the Robitussin Liqui-Gels revealed that the products "achieved a 3.2% share" of the cold/allergy/sinus market and outsold Procter & Gamble's NyQuil and DayQuil Liquicaps. Robins test marketing also found that 86% of users indicated that they would buy Robitussin Liqui-Gels again. In the latter half of July, Robins plans to roll out another Robitussin line extension, Robitussin Pediatric Night Relief. Available in four-ounce bottles, the product is scheduled to reach retail shelves in time for the cough/cold season, Robins said. Alcohol free, the product contains 7.5 mg dextromethorphan, 15 mg pseudoephedrine and 1 mg chlorpheniramine per teaspoon serving. Also slated for a July launch are Robitussin Liquid Center cough drops. The drops will come in bags of 20 in menthol eucalyptus, cherry and honey lemon flavors. Robins declared that its Robitussin brand is number one in the cough relief category with a 45% market share. Stating in materials to the trade that it is the cough relief leader, Robins called Robitussin as first in "brand growth" and "number one in doctor and pharmacist recommendations."
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