Client: Douglas Laboratories
Service: Concept Introduction
Background
Douglas Laboratories, part of the Atrium Innovations Inc. family of companies, recently acquired exclusive rights for the distribution of Wobenzym® in the United States. Wobenzym works by providing “systemic enzyme support” to the body’s immune system. Wobenzym is an enzyme-based product well-known for many years within the medical community in Germany for its numerous health benefits for joints, muscles and tendons as well as the immune system. It is taken second only to Aspirin throughout Europe.
Because of difficulties obtaining Wobenzym in the U.S. market, several inferior counterfeit products emerged using a similar label, but lacked in quality and effectiveness.
Strategy
To launch Wobenzym in the U.S. market, Kröme implemented a two-phase campaign
consisting of multiple, high-impact print advertisements, e-blasts, national radio
advertising, direct mailers, public relations and retailer support.
The first phase of the campaign announced Womenzym availability, positioning it as the
only authentic formula, while informing the public of the inferior quality of counterfeit
products. The second phase provided additional information about the uses and reinforced the benefits of Wobenzym.
Results
The Wobenzym campaign appeared in chiropractic and alternative therapies trade publications, along with consumer publications nationwide, winning several readership awards.
Wobenzym sold out within a month of the first advertisement appearing in these publications. It continues to experience outstanding sales growth and consumer acceptance throughout the United States.