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  • Blistex CSC press

' Blistex Cold Sore Cream Consumer Launch '

Client: Dendron
Brand: Blistex

The challenge
We needed to launch Blistex Cold Sore Cream, communicating the message that this new pharmacy treatment contained an active ingredient that worked differently to everything else on the market.

The solution
Our creative concept was based around the idea ‘Don’t hide yourself away’, encouraging consumers to not let cold sores stop them from living their life. Ads appeared on TV and in press, supported by media relations, a website and social media. Journalists were sent a goody bag mailer with information on the new product. This was backed up by a trade campaign to educate pharmacists on how the new treatment worked, using press advertising, mailers and targeted PR. Point of sale materials demonstrated the benefits of Blistex Cold Sore Cream to consumers in store.

Results
After just three months, the cold sore category has halted its decline and Blistex has experienced the greatest growth in the sector, with main competitor Zovirax seeing a fall in market share. Visits to the Blistex website also doubled during the campaign period.

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