Nasacort Makes Spectacular Debut at Walgreens

Walgreens gave A-list support to the Feb. 3 launch of Sanofi-Aventis' Nasacort as an over-the-counter allergy medication through a plethora of activity in stores and elsewhere.The partners appear to be using the plan used for the March 2011 launch of Sanofi-Aventis’ Allegra allergy remedy as a blueprint for the current campaign. (See “Allegra Gets …” in Related Articles.)The effort kicked off with pre-launch “Coming soon” ads in the retailer's January coupon book (which hit stores at the end of December) and features in weekly circulars beginning Jan. 19.An ad in the February coupon book (which landed Jan. 26) contained a $4 coupon. Walgreens’ Feb. 2 circular then promoted the brand's next-day availability, presenting an introductory price while touting the coupon.In stores, a variety of prominent P-O-P materials bill Nasacort as “The most effective” and claim that the product “Stops more of what makes you miserable.” The prolific program encompasses:Custom endcap displays near store entrances that include lenticular headers and informational take-ones.Aisle archways, the columns of which resemble the product’s spray bottle. (See Related Images at right.)Floor graphics identifying the brand's in-line location.Elaborate merchandising trays positioned on top shelves in-line with small video screens that play an informational video via push-button control. The trays also carry take-ones.Counter cards, informational take-ones and a few SKUs on the top shelves of a permanent floorstand at the pharmacy window.Informational brochures distributed with prescriptions.Ads promoting Nasacort's availability began running on walgreens.com on Feb. 8, according to OASIS, the Path to Purchase Institute's digital ad-tracking service. The ads linked to the e-commerce section of the website.What isn't apparent yet is when Walgreens will introduce a competing private-label product. In the case of Allegra, Wal-Fex Allergy rolled out within two months of the national brand's launch. (See “Walgreens Unveils …")

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