Brief
Say’s remit was to launch a novel pollen-based PMS treatment called Femal to the UK consumer market at a time when several complementary products were targeting this area, but no specific brand had yet emerged.
A key priority was to help secure widespread distribution and boost sales quickly.
Solution
Say devised a two-phase approach - a media launch in June and a second hit of intense media activity around PMS Awareness Week in September that same year.
Strong alliances were made with third party associations and key retailers to create a strong sense of credibility through their endorsement. The National Association for Premenstrual Syndrome (NAPS), RELATE, Boots the Chemist and a relationship psychologist all cooperated in various aspects of the launch. The association with NAPS was the beginning of a very mutually beneficial relationship that continued beyond the launch. NAPS provided access to its members for surveys and other activities, providing Femal with news story angles (PMS and relationships survey) and a variety of platforms to discuss both related issues and the product. Femal was introduced to professional audiences via a series of meetings, National PMS Week Practitioner’s Conference in Stirling and the Boots’ PMS Well-being Workshops being two examples.
Results
Editorial mentions reached 20 million women. Key features in The Times (twice), Daily Telegraph, Daily Mirror, Daily Express, women’s and trade titles. 370 people were sampled.
The coverage helped Femal secure listings in key retailers and increase awareness amongst GPs and consumers, elevating pollen extract to sit alongside more conventional solutions for the treatment of PMS.