A leading provider of medicines and self-care products, Perrigo, strengthens its hay fever nasal spray portfolio with a UK brand revival and creative media strategy to educate HCPs and consumers on achieving Total Hay Fever Control –helping to DEFEND against (with Becodefence) as well as provide RELIEF (with Beconase) from the symptoms of pollen allergies.
Dedicated to offering quality self-care products that consumers can trust, Perrigo’s strategic move to re-brand its legacy allergy brand Prevalin as Becodefence, streamlines the collection to sit alongside its No.1 selling hay fever nasal spray in the UK, Beconase. This includes a uniform pack design refresh to drive the brand’s new identity and boost product navigation in-store/pharmacy.
A vibrant media advertising creative, ‘Spray Hello to Summer’, developed by agency Truant calls on Brits to take a holistic approach and use nasal spray products when hay fever symptoms first strike (with Becodefence) and when they have already spiked (with Beconase) to allow consumers to step back into the sunshine and help to reclaim their summer.
Laure de Brauer, Head of Marketing at Perrigo comments: “Hay fever is a growing health concern in the UK, affecting one in four, yet only 34% of sufferers defend against the symptoms2. We know that taking prompt action at the first sign of trouble can make all the difference and hope that the newly branded Becodefence and existing top seller Beconase will help more consumers see that total hay fever control is within their grasp.”
The BECODEFENCE range provides fast-acting localised hay fever defence at the first sign of symptoms that gets to work in just three minutes. It helps to stop symptoms from developing and works five times faster than tablets. BECODEFENCE, BECODEFENCE PLUS and BECODEFENCE KIDS (for ages 6-12) are also available.
BECONASE is a highly effective non-drowsy medication for adults that can provide up to 24hr relief (when used twice daily) from the eight symptoms of hay fever: Sneezing, itchy nose, runny nose, red eyes, itchy eyes, watery eyes, sinus discomfort and nasal decongestion, i.e. when symptoms have fully developed.
Perrigo’s £1.7m multi-channel mediacampaign investment includes TV advertising, which goes live in April until July 2019, and a pollen-reactive outdoor activation due to launch when pollen levels peak. This is supported with fresh healthcare professional training materials focused on educating pharmacists on mitigating hay fever symptoms along with a trade pharmacy PR plan. Stronger visibility will be met with in-store activations that showcase the whole ‘Beco’ product family. A dedicated consumer-facing website will launch in the first week of April 2019.
The ‘Beco’ brand sees its second year of partnership with the UK Met Office – the Government voice of authority on weather and pollen forecasting – to help provide advice to the millions of hay fever sufferers on effective hay fever symptom management. Content will appear on the Met Office website, App and Twitter channel with daily pollen forecasts.