Night or Day...12-Hour Relief

Tussi-12™: an anti-tussive

Audience

20,000 Physicians (GP and FPs): Eight waves mailed every three weeks; 160,000 pieces.

The Program

Product launch of Tussi-12™: The front cover of the custom mailing piece was designed to display a night scene that transformed to a day scene when opened. All eight front covers were different, and consisted of families/couples doing night/day activities to reinforce the 12-hour dosing of the product.

Involvement

Each mailing piece contained a premium – mousepad, coasters, notepads and two different custom magnets. Each premium contained the Tussi-12™ sun/moon logo. Product samples were offered.

Response

Sales representatives reported substantial display of and or comments from the physician audience regarding the program's message and premiums.