Karvol: Marketing Sleep - IPA Effectiveness Awards Case Study 1990

Brief Description: The Karvol brand was vulnerable due to its 'P' (pharmacy only) status, therefore limited access to over the counter outlets. Needed to achieve a GSL status. Objective: to prepare for Karvol's extended distribution (when its eventually granted GSL licence). Media: TV bursts and press ad in Mother & Baby magazine. Support in trade press. Also new pack design. Evaluation: increase in trial and usage, brand images and an immediate increase in sales. Financial contribution of the advertising is estimated. Brand gained its GSL license. ;---(TAGS)--- Full Title: Marketing sleep : the relaunch of Karvol ; Number: 1990/104 ; Brand Name: Karvol Nasal Decongestant ; Client: Crookes Laboratories ; IPA_ProductCoding: Pharmaceuticals (Cold & flu remedies) ; Agency: BMP DDB Needham ; Author: Diana Redhouse, Les Binet ;