The story and task
Drive sales, media and retailer interest in Regenovex capsules in the world of joint discomfort.
We created a news and retailer kit fronted by an expert panel to underpin all efficacy and science, and supported with actress Cherie Lunghi as a real world joint pain sufferer.
A media party was attended by 60+ journalists as we launched the campaign initially, with a pharmacy retailer themed month – Hug Your Joints Month - as a follow up, with a joint care MOT challenge to reach consumers directly in-store.
Media coverage and direct to customer approach helped sales rise by 31%.
To date the campaign has won two PR awards in 2012.