Halls Soothers: 'It Started with a Kiss' - IPA Effectiveness Awards Case Study 1994

Brief Description: Launch of Hall's Soothers, cold symptom relief product. A low relevance category, TV was used to generate interest. Results: sales increases correlated with advertising, increased distribution. Exceeded sales expectations in year 1 by 500% and 4 x the expected profit was generated by year 2. Rapid and high awareness continued into year 2. Halls' business was profitably expanded. Sampling was also used. Positive brand image. ;---(TAGS)--- Full Title: The launch of Halls Soothers : "it started with a kiss" ; Number: 1994/109 ; Brand Name: Halls Soothers ; Client: Warner Lambert ; IPA_ProductCoding: Food (Confectionery - sugar) ; Agency: McCann Erickson ; Author: Rachael Duckett ;