NEW YORK InnoZen has named two agencies to handle the $6 million advertising effort to launch its Suppress Cough Strips during this flu and cold season.
Newmark Advertising in Encino, Calif., has been assigned the $5 million-plus creative and media account, and will create mostly radio ads. Zoom Media in New York will handle the $1 million indoor advertising and product sampling effort, which will target venues like high-traffic health clubs and spas.
Suppress Cough Strips utilize a patent-pending proprietary technology that allows the product to be placed directly on the tongue, dissolve and provide cough relief, InnoZen said.
InnoZen of Woodland Hills, Calif., will introduce other strip products utilizing this technology under the Suppress brand name over the next few months, and increased advertising and marketing support will be part of the mix, a company representative said.
"We want consumers and retailers, via our advertising and integrated marketing efforts, to think of us as 'The Medicine Strip Company,' and we believe Newmark and Zoom can help us accomplish this objective," client president Matt Lipton said in a statement.