Mary Carmichael
Crookes Healthcare is aiming to capitalise on the power of its Nurofen painkiller brand by adding a hangover cure called Recovery to the portfolio.
The company claims Recovery is the first specific hangover remedy with Ibuprofen  the fastest growing active ingredient in the UK analgesics market. Each tablet contains 200mg.
Rolling out now in time for the Christmas party season, the mint-flavoured tablets offer convenience on the move as they melt in the mouth and there is no need to take them with water.
A £700,000 national marketing campaign will target 18 to 35-year-old professional people who enjoy socialising but who can't afford to suffer from lifestyle induced headaches'.
Concentrating on advertising during early morning radio shows and in national daily newspapers, the aim is to encourage those who have over-indulged to buy the new product on their way to work.
Both advertising elements are scheduled to run during the pre-Christmas period.
Marketing manager Sarah Wood said the launch was a natural progression for the brand. "Consumers suffering from morning-after headache pain want fast-acting remedies which work with their active lifestyle," she added.
Rsp: £2.65, 12 tablets.
{{MARKETING }}
Crookes Healthcare is aiming to capitalise on the power of its Nurofen painkiller brand by adding a hangover cure called Recovery to the portfolio.
The company claims Recovery is the first specific hangover remedy with Ibuprofen  the fastest growing active ingredient in the UK analgesics market. Each tablet contains 200mg.
Rolling out now in time for the Christmas party season, the mint-flavoured tablets offer convenience on the move as they melt in the mouth and there is no need to take them with water.
A £700,000 national marketing campaign will target 18 to 35-year-old professional people who enjoy socialising but who can't afford to suffer from lifestyle induced headaches'.
Concentrating on advertising during early morning radio shows and in national daily newspapers, the aim is to encourage those who have over-indulged to buy the new product on their way to work.
Both advertising elements are scheduled to run during the pre-Christmas period.
Marketing manager Sarah Wood said the launch was a natural progression for the brand. "Consumers suffering from morning-after headache pain want fast-acting remedies which work with their active lifestyle," she added.
Rsp: £2.65, 12 tablets.
{{MARKETING }}
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