Dulcolax / Dulcoease

Media channel: Multi-media TV, online and radio

Brand: Dulcolax / Dulcoease

Campaign timing: Autumn 2006
launch to date

Target audience: ABC1 Women

Background:
DulcoLax and DulcoEase operate in the static Laxative market, which is dominated by one competitive brand in terms of consumer advertising visibility, market share and retail facings.

Campaign objectives:
To look at target differentiation,apply any learning to media consumption data, and grow the “Dulco” brand by
taking market share from the dominant brand

Media solution:
The identification and definition of a differentiated target consumer, via analysis of laxative consumption habits on TGI, and bespoke research, allowed for the development of a multi-media campaign comprising of network and regional television, online and radio.

Results:
Despite being outspent by the dominant competitive brand by a factor of two to one, value share for DulcoEase grew to 4% (+23% yoy) and 17% ( + 4% yoy) for DulcoLax in 30 months. (IRI period ending March 2009)