Advertising CampaignVictoria Pursell

● cold-shortening, homeopathic, zinc lozenges and other products

● cuts the duration of a common cold almost in half

● backed by multiple double blind, placebo-controlled clinical studies

SWOT Analysis

Strengths:

● Unique product

● Scientific research to back up claims

● Fills a need that will most likely always exist

Weaknesses:

● Not everyone is a fan of homeopathic methods

Opportunities:

● Potential to expand product reach

● Variety of products results in various, large target markets

Threats:

● Since research is public, there is a chance that comparable products may soon be released from

competitors

Market Research

● working men and women who are too busy to be slowed down by the side effects

of a common cold

● nearly 120 million busy, American men and women working full time

● average American reports getting two to three colds a year, lasting somewhere

between seven to ten days each

● could be feeling down and out up to thirty days every year

● large market out there that could benefit from the cold shortening affects of Cold-

EEZE lozenges

Current Campaign

● Communicates that Cold-EEZE products help you feel better

● No explanation of uniqueness of products

● No real correlation between campaign and target market

Proposed Campaign

● Use “exclusivity” as motivation

● Rational versus irrational approach based off intelligence

● Based around a creative character

Price:

● $4.99 to $9.99 depending on the

product

Product:

● Cold-EEZE Lozenges, QuickMelts,

Oral Spray, Children’s Cold-EEZE,

Allergy Relief

Promotion

● Television Commercial: November

2016

● Direct Mail Campaign:

January/February 2017

● Point-of-Purchase Display:

January/February 2017

● Social Media Account: April/May

2017

Place

● In most local grocery stores and

pharmacies

● In the customer's hand via direct

mail

Creative Character

● Dr. Clive Emerson Lozenge, C.E. for short

● Has a PhD in Homeopathic Medicine

● Wrote his thesis on “Cold Shortening Studies”

● More than qualified to inform our target market about Cold-EEZE products

● His slogan is, “Cold-EEZE: the smartest way to combat your common cold.”

Television Commercial

● television commercial will be released in early November to introduce Dr. C.E.

Lozenge as the creative character of the Cold-EEZE brand

● November is smack in the middle of cold season

● November is the beginning of the Holiday Season

Direct Mail Campaign

● Sent out in January

● Best month for direct mail, still mainly cold season, due to things such as New

Year’s resolutions people are generally more likely to try something new

● Saturation mailing

● Consist of a Dr. C.E. Lozenge magnet, smaller packages containing sample

lozenges, and a half off coupon for any Cold-EEZE product

● If Cold-EEZE product sales increase in the first store, more saturation mailings

can be done throughout the duration of January and February

Point-of-Purchase Display

● Go hand and hand with the direct mail promotions

● Customers wanting to use the coupon received in

direct mail package

● Cold-EEZE products need to be easy to find

● Need to implement point of purchase displays in

saturation mailing stores

● Will also take place throughout January and

February

● Aisle end where Cold-EEZE products are normally

displayed

● Flush with Cold-EEZE products, display panels on

either side and on top featuring Dr. C.E. Lozenge

● Address the clinical studies, the cold shortening

power of zinc, and slogan, “the smartest way to

combat your common cold.”

Twitter Account

● Social media has become a popular trend in advertising

● Over four billion dollars worth of advertisements are on social media every year

● April-May after our target market has grown semi-familiar with Dr. C.E. Lozenge

● Current “Cold-EEZE” twitter account has just over 4,000 followers

● Many other creative characters such as the Aflac Duck, the Geico Gecko, Flo from

Progressive, Mr. Clean, and Tony the Tiger have their own Twitter accounts

● In a some cases, the characters have more followers than their brand accounts.

The Aflac Duck has 69.5 thousand followers whereas the Aflac account only has

24.3 thousand.

Advertising CampaignVictoria Pursell