Karvol: Marketing Sleep
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.