Client: Douglas Laboratories
Service: Concept Introduction
Background
Douglas Laboratories acquired exclusive distribution rights in the United States for a fast-dissolving absorption technology to be used in a CoQ10 enzyme supplement. This technology gave Douglas Laboratories a significant competitive advantage in the marketplace, and was the basis for its newest product, CoQmelt.
Strategy
Kröme created a marketing campaign for CoQmelt that included vibrant product packaging and point-of-purchase design, stressing the product’s superior absorption, taste, and lack of undesirable additives typically found in gelcaps. A distinctive advertising campaign and in-office promotional materials centered on unique sports enthusiast Banana George, touting the uniqueness of the product. And a strategic database marketing program ensured that samples and product information were in the hands of healthcare professionals throughout the United States.
Results
The CoQmelt campaign provided Douglas Laboratories with a dramatic, high-impact product introduction - one that garnered Douglas Laboratories high visibility for the company and brand as a whole in the process. Readership awards and product sales told us the market noticed.