Nauzene

A Marketing Story by Jekyll & Hyde Agency about Alva-Amco

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Alva-Amco

Brand Development

Challenge

Nauzene’s parent company, the 100+ year-old Alva-Amco Pharmacal, needed a CPG advertising agency that could breathe new life into some of its brands. A Legacy Brand With Flat Sales One of the first assignments for Jekyll & Hyde was Nauzene, an anti-nausea product that was in decline in spite of a national television campaign with their previous advertising agency. Nauzene faced strong competition from long-established and dominant category leaders, and they needed help.

Solution

Year One In year one, the Jekyll & Hyde focused the modest advertising dollars around holidays known for overindulgence. Since there wasn’t a budget for a new TV commercial, Jekyll & Hyde turned to satellite radio to efficiently reach a national audience. Using taught creative produced and distributed on a shoestring budget, Nauzene quickly became the fast solution to holiday overindulgence, with sales increasing by 30% in the first year. Year Two In year two, the agency upped the ante with new creative deployed with the same media strategy. Sales increased another 30%, and the primary competitor (industry giant Pepto Bismol) changed their messaging to counter ours.

Radio