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MONISTAT
Silent Sufferers

RAN IN: United States

CLIENT
Johnson & Johnson

AGENCY
McCann-Erickson *Lead Agency


SUMMARY

In 1999 MONISTAT was faced with its toughest competitive challenge ever - Pfizer began supporting its Rx product Diflucan heavily with television support. The OTC category, dominated by MONISTAT for over a decade, began a rapid decline dropping in sales for 18 straight periods, all attributable to Diflucan. In November 2001 J&J launched new advertising in support of the MONISTAT1 Combination Pack, hitting Diflucan in its only vulnerable area, which so happened to be the #1 consumer unmet need - speed of symptom relief. Results have far surpassed expectations, proven by sales/share results, written Rx prescriptions and category tracking study measures.


Language: English