1. Advertising Campaign
Victoria Pursell

2. ● cold-shortening, homeopathic, zinc lozenges and other products
● cuts the duration of a common cold almost in half
● backed by multiple double blind, placebo-controlled clinical studies

3. SWOT Analysis
Strengths:
● Unique product
● Scientific research to back up claims
● Fills a need that will most likely always exist
Weaknesses:
● Not everyone is a fan of homeopathic methods
Opportunities:
● Potential to expand product reach
● Variety of products results in various, large target markets
Threats:
● Since research is public, there is a chance that comparable products may soon be released from
competitors

4. Market Research
● working men and women who are too busy to be slowed down by the side effects
of a common cold
● nearly 120 million busy, American men and women working full time
● average American reports getting two to three colds a year, lasting somewhere
between seven to ten days each
● could be feeling down and out up to thirty days every year
● large market out there that could benefit from the cold shortening affects of Cold-
EEZE lozenges

5. Current Campaign
● Communicates that Cold-EEZE products help you feel better
● No explanation of uniqueness of products
● No real correlation between campaign and target market

6. Proposed Campaign
● Use “exclusivity” as motivation
● Rational versus irrational approach based off intelligence
● Based around a creative character

7. Price:
● $4.99 to $9.99 depending on the
product
Product:
● Cold-EEZE Lozenges, QuickMelts,
Oral Spray, Children’s Cold-EEZE,
Allergy Relief
Promotion
● Television Commercial: November
2016
● Direct Mail Campaign:
January/February 2017
● Point-of-Purchase Display:
January/February 2017
● Social Media Account: April/May
2017
Place
● In most local grocery stores and
pharmacies
● In the customer's hand via direct
mail

8. Creative Character
● Dr. Clive Emerson Lozenge, C.E. for short
● Has a PhD in Homeopathic Medicine
● Wrote his thesis on “Cold Shortening Studies”
● More than qualified to inform our target market about Cold-EEZE products
● His slogan is, “Cold-EEZE: the smartest way to combat your common cold.”

9. Television Commercial
● television commercial will be released in early November to introduce Dr. C.E.
Lozenge as the creative character of the Cold-EEZE brand
● November is smack in the middle of cold season
● November is the beginning of the Holiday Season

15. Direct Mail Campaign
● Sent out in January
● Best month for direct mail, still mainly cold season, due to things such as New
Year’s resolutions people are generally more likely to try something new
● Saturation mailing
● Consist of a Dr. C.E. Lozenge magnet, smaller packages containing sample
lozenges, and a half off coupon for any Cold-EEZE product
● If Cold-EEZE product sales increase in the first store, more saturation mailings
can be done throughout the duration of January and February

16. Point-of-Purchase Display
● Go hand and hand with the direct mail promotions
● Customers wanting to use the coupon received in
direct mail package
● Cold-EEZE products need to be easy to find
● Need to implement point of purchase displays in
saturation mailing stores
● Will also take place throughout January and
February
● Aisle end where Cold-EEZE products are normally
displayed
● Flush with Cold-EEZE products, display panels on
either side and on top featuring Dr. C.E. Lozenge
● Address the clinical studies, the cold shortening
power of zinc, and slogan, “the smartest way to
combat your common cold.”

17. Twitter Account
● Social media has become a popular trend in advertising
● Over four billion dollars worth of advertisements are on social media every year
● April-May after our target market has grown semi-familiar with Dr. C.E. Lozenge
● Current “Cold-EEZE” twitter account has just over 4,000 followers
● Many other creative characters such as the Aflac Duck, the Geico Gecko, Flo from
Progressive, Mr. Clean, and Tony the Tiger have their own Twitter accounts
● In a some cases, the characters have more followers than their brand accounts.
The Aflac Duck has 69.5 thousand followers whereas the Aflac account only has
24.3 thousand.

19. Advertising Campaign
Victoria Pursell