Launch of cold sore remedy into the OTC market. Media: TV test in 3 regions (roll-out followed), national press, women's quality monthly magazines. Results: spontaneous brand awareness, year-on-year unit volume analysis showed market expansion of 100% within 6 months, volume share of 53% (value 80%). 97% pharmacy recommendation 6 weeks after launch. The TV campaign was found to be self-liquidating.