Sunsense Anti Aging Face Moisturising Lotion was a new pharmacy-only product that combined SPF 30+ protection with active ingredients that help prevent the appearance of lines and wrinkles.
Full page insertion into daily newspapers. The ad ran between one and three times in each, over a four week period.
Within a week, Sunsense had sold three months of stock. By half way through the third week they had sold an entire year’s worth of stock. This is unprecedented in pharmacy retail.
They acheived 18% of brand share, nearly twice the estimate. In fact, the estimate was double the usual target for brand extension launches.
“There were double ups of back orders and in the end we had to stop taking them. It was a frenzy.” Warren Smith – Consumer Marketing Managerof Douglas Pharmaceuticals