Top OTC Brand Marketing Keeps Messaging Simple
This article was originally published in The Tan Sheet
Marketing for top-selling U.S. OTC brands shows the value of new product launches and expanding the user base by tailoring marketing to niche consumer groups in addition to simple, specific messaging, says SymphonyIRI exec Bob Sanders.
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The OTC Allegra package branding when launched in March 2011 was limited by FDA until after the product lost market exclusivity, consultant Terri Goldstein says. Loss of market exclusivity opened the door to make Allegra branding “how we wished the package could have looked,” she says.
Results of the APA’s 2011 survey compared with the results of the 2010 survey.