Schering-Plough introduces Correctol Herbal Tea Laxative containing 30 mg senna.
This article was originally published in The Tan Sheet
Executive Summary
SCHERING-PLOUGH TV ADS SUPPORTING CORRECTOL HERBAL TEA LAXATIVE began airing on March 20, according to the company. The national campaign, designed by Warwick, Baker, and Fiore, will add radio spots beginning April 1.
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SCHERING-PLOUGH TV ADS SUPPORTING CORRECTOL HERBAL TEA LAXATIVE began airing on March 20, according to the company. The national campaign, designed by Warwick, Baker, and Fiore, will add radio spots beginning April 1. Promotional plans for what the company describes as a "medicinal herbal tea" will include a free-standing insert to be distributed nationally on April 14, a "Try Me Free" rebate displayed through June, a "Next Box Free" offer in June or July, and a $1.00 instant redeemable coupon. Schering-Plough indicated that the innovative Correctol line extension is aimed at capitalizing on the growing consumer interest in natural herbal products. The company cited market research that estimated the herbal remedy market at more than $700 mil. in 1994, and projected that herbal sales will top $1 bil. by 1998. Schering began shipping the laxative tea in late December to drug stores, grocery stores and mass merchandisers. The company also is exploring the possibility of distributing the product to health food stores. So far, 18%-20% of stores carrying Correctol Herbal Tea Laxative have sold at least one package of the product, Schering said. Each package of Correctol Herbal Tea Laxative contains 15 teabags and carries a suggested retail price between $4.59 and $4.79. Packaging features a picture of a cup of tea on the front of the box, and is designed to "appeal to females," Schering-Plough stated. The package also highlights the Correctol name, and touts the product's tag line: "Gentle, Dependable Overnight Relief." The active ingredient in the teabags is 30 mg of senna, a stimulant laxative. Schering explained that the laxative effect of the "medicinal herbal tea" can be increased or decreased by changing the length of time the tea is steeped or the amount of tea consumed. The product comes in cinnamon-spice and honey-lemon flavors. Correctol tablets, which hold a 17% share of year-to-date dollar sales in the solid laxatives market, were reformulated in December. The new active ingredient, bisacodyl, replaces yellow phenolphthalein. Packaging flags the "new formula"; the price remains the same. The new herbal laxative is mentioned in Schering-Plough's just-released 1995 annual report -- as are "early 1996" launches of Lotrimin AF Deodorant Powder Spray and Tinactin Foot and Sneaker Deodorant Spray. |