Walgreens Fully on Board for Flonase Launch

Walgreens gave extensive in-store and online support to GlaxoSmithKline this winter as the manufacturer rolled out Flonase as an over-the-counter allergy medication.The activity kicked off more than a month before the product's Feb. 4 launch, beginning with a “coming soon” feature in the retailer’s January coupon book, which published Dec. 28, 2014. Readers were directed to a walgreens.com microsite that accepted pre-orders of the product and housed a brand-specific YouTube video posted by Walgreens. (See below.) As an incentive, Walgreens promised 5,000 Balance Rewards points with pre-order of a 120-spray SKU.Features in Walgreens’ Jan. 4, 11, 18 and 25 circulars promoted the product as “coming soon.” In stores, pre-launch activity comprised in-line displays and shelf trays on “cold season” endcaps that contained shelf blockers where the product would soon be displayed.Walgreens’ Feb. 1 circular, distributed three days before launch, contained a front-page feature promoting the 120-spray product, while an interior feature promoted the 60-spray SKU. A feature in the retailer’s February coupon book delivered coupons for both items.As the launch day neared, the retailer promoted Flonase in multiple areas of the store, targeting shoppers as they entered, navigated the aisles and checked out. The touchpoints included:window posterscircular rack signsfloorstandsshelf trays on “cold season” endcapsin-line displaysaisle arms extending over the in-line displaysinformational take-onespin pad ads at checkoutUpon launch, Walgreens ran a centerpiece ad on its home page and also sent emails to registered consumers promoting the product.On Feb. 8, the partners dropped a co-equity overlay to a Flonase FSI promoting special pricing on the 120- and 60-spray SKUs for Balance Rewards cardholders. Also that day, Walgreens promoted the brand via postings to Facebook and Twitter.This multi-dimensional campaign mirrored previous OTC launch efforts for Nexium, Nasacort and Allegra. (See Related Articles.)

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