Brief Description: Launch of Halls 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: Halls Soothers ~ The launch of Halls Soothers : "It started with a kiss"; Number: 1994/109; Brand: Halls Soothers; Client: Warner Lambert; Product Category: Food (Confectionery - sugar); Agency: McCann Erickson; Author: Rachael Duckett; Prize Winners: Bronze; (Adworks ref: Advertising Works 8)