Perrigo is launching a new ‘Take back summer’ promotional campaign for allergy brands Prevalin and Beconase as part of a £1.5 million 2018 marketing investment. As part of the campaign the company will partner with the Met Office for the very first time.
The campaign focusses on how hayfever sufferers can 'take back summer' by using Beconase for round-the-clock relief from eight symptoms of hayfever, and Prevalin for fast and effective defence to help stop symptoms from developing. Activity will include TV advertising and video on demand which will run from April until July. Out-of-home media advertising will kick off in April and will comprise of static sheets on the roadside and digital sheets at rail stations in the London area.
The partnership with the Met Office will start in March and run through to September, with a digital focus. This will include sponsorship of the pollen widget on their home page, takeover advertising featured on the pollen forecast page, as well as mobile banners on the Met Office app. This will be supported by social media activity, a daily co-branded pollen forecast and brand-led advice when pollen forecast is high or around relevant national events.
To accompany the marketing campaign, support materials will be provided for pharmacies. These will include a detail aid, countertop display units, window displays and a CPD guide. In addition, the Perrigo field sales force will hold in-person allergy training sessions with pharmacists.