Chloraseptic Sore Throat Gargle TV Ad Campaign Underway
This article was originally published in The Tan Sheet
Executive Summary
TV ads and free-standing inserts supporting Prestige Brands International's Chloraseptic Sore Throat Gargle began appearing nationwide in early January
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TV ads and free-standing inserts supporting Prestige Brands International's Chloraseptic Sore Throat Gargle began appearing nationwide in early January. Fifteen-second TV spots for the sore throat gargle started airing Jan. 2. Designed by Pittsburgh-based Ten/United, the ads depict the word "oww" on fire while a narrator asks viewers if they have ever experienced a "painful sore throat." As a bottle of Sore Throat Gargle is poured over the word, extinguishing the flames, the narrator suggests viewers treat their sore throat by soaking it "down deep in real medicine. New Chloraseptic Gargle. Go from 'oww' to 'ahh' in seconds." Prestige's new product is featured alongside its Chloraseptic spray in a Jan. 5 FSI, with the respective taglines: "Gargle the pain away" and "Spray the pain away." The FSI includes a 75¢-off coupon for either the gargle or spray, as well as a 50¢-off coupon for any Chloraseptic lozenge product. Prestige plans to spend more than $8 mil. on Chloraseptic advertising and brand support in 2003, up from almost $7 mil. last year, the company said. Sore Throat Gargle launched in early September and contains 1.4% phenol. The cool mint-flavored product is indicated for the temporary relief of "occasional minor irritation, pain, sore throat and sore mouth," "pain associated with canker sores" and "pain due to minor irritation or injury of the mouth and gums." Labeling for the product, which retails for roughly $5.49 per 10 fl. oz. bottle, directs consumers 12 years of age and older to: "Gargle or swish around the throat or mouth for at least 15 seconds and then spit out. Use every two hours or as directed by a doctor or dentist." Children under 12 are instructed to "ask a doctor or dentist" before using the product. Chloraseptic's overall brand sales totaled more than $34 mil. in 2002 and are expected to increase another 10% in 2003, according to Prestige. The company acquired the brand in March 2000 from Procter & Gamble (1 (Also see "Chloraseptic" - Pink Sheet, 18 Sep, 2000.), In Brief). In December, Prestige acquired the Clear Eyes and Murine eye/ear brands from Abbott Labs. |