Otrivine: The Secret Brand Leader

The topical decongestant market was under threat from the oral decongestants. Otrivine brand was subject to the Limited List from 1985. Objectives: to increase OTC share over brand leader, Vicks. To grow the topical market. To improve profit. Media: TV, in 7 areas. Results: product shown in ads (Otrivine Spray) increased sales 15% in advertised areas. Market as a whole grew in advertised areas. National campaign followed which resulted in further increases in awareness. Decline in topical sector halted. Brand had year on year growth of 11% (1990-1989) and 17% (1990-1998)