Prestige Brands will introduce an integrated campaign next week to support the launch of two new allergy products: Chloraseptic Allergen Block and Little Remedies Allergen Block.
In one TV spot, via by Carrafiello Diehl, Irvington, N.Y., a woman is shown walking outdoors as a football lineman, wearing a Chloraseptic Allergen Block jersey, crosses her path and pancake-blocks a tree. He also chases away dander by growling at a dog and puts the shoulder to a bag of grass clippings as the woman enjoys a pleasurable stroll without sneezing or sniffling. Tagline: “Hit allergens before they hit you.”
A voiceover explains that consumers can go on the offensive by rubbing Chloraseptic Allergen Block, a clear gel, over their nostrils. Unlike medications that treat allergy symptoms, Allergen Block is a drug-free product, which forms an invisible shield blocking airborne allergens, per the company. Print, Internet banners, FSIs, sampling and e-mail blasts also will support. Duval Guillaume, New York, handles digital outreach.
In addition to advertising Chloraseptic Allergen Block, Prestige will air 30- and 15-second TV spots for Little Remedies Allergen Block, a version of the product for children. The “Little Remedies. We make it all better” campaign will explain that the product also blocks allergens from entering children’s nasal passages, while touting the drug-free aspect. Print is part of the marketing mix and ads will run on Parenting.com, Pollen.com and Weatherbug.com.
In-store sampling is planned for both brands.
The allergy products started hitting stores in August and sell for approximately $14. Chloraseptic, which also makes Clear Eyes, Murine, Cutix nail polish and sore throat remedies, spent $1.3 million on measured media between January and June, and $3.9 million last year (excluding online), per Nielsen Monitor-Plus.