Alli Weighs in at Retail

GlaxoSmithKline earned a shower of retail support in mid-June as its $150 million campaign to launch the Alli weight-loss drug hit stores. The first over-the-counter weight-loss product approved by the U.S. Food & Drug Administration, Alli (pronounced "ally") rolled out to drugstores on June 14 and other channels the following day, fulfilling an advance promotional effort stretching back to 2006. Positioned as a diet companion rather than a replacement, the brand's informational campaign urges shoppers to eschew quick solutions, such as fad and crash diets, and commit to gradual weight loss by changing their lifestyles. Asking, "Are you willing to make the commitment?" promotional materials emphasize education and self-inquiry, rather than straight product pitches. The marketing schedule includes TV and print ads, billboards, direct mail pieces and a host of promotional literature. Floorstands and in-line displays in the pharmacy departments of drugstores, supermarkets, mass merchants and club stores feature flip-up and pull-out informational graphics, as well as brochures and assessment tests. Additional P-O-P vehicles include floorstands, standees, aisle violators, power wings, countertop displays, in-store radio ads and window signs. A number of retailers featured the product prominently in June 10 circulars, and supported in stores with customized displays and media. For instance, a countertop phone that connects listeners to an Alli information hotline is featured on half-pallet "kiosks" at Wal-Mart and quarter-pallets at Supervalu's Albertsons. The Strive Group, Mooresville, NC, designed permanent and semi-permanent P-O-P elements, including in-line merchandisers, PDQs, spinner racks and retailer-specific displays for Wal-Mart and Target.Retailers also supported with exclusive events to educate potential users, including:Wal-Mart hosts "Alli Discovery Events" from June 24 to Aug. 4 at select stores nationwide, where shoppers will receive product information and consult with registered dieticians. In addition to secondary displays, the chain installed shelf systems with flip-up information guides. (See Image at right.)&nbspMeijer's Healthy Living program, which comprises a dedicated web site, in-store signage and a bi-monthly Healthy Living magazine, complements the drug with diet suggestions and health tips to maximize its effectiveness. The launch inspired Walgreens and CVS to cross-promote other diet and nutrition brands throughout June. Walgreens awards a $10 savings certificate to shoppers who purchase two participating products from its own Theragran-M (a former Bristol-Myers brand acquired by the chain in 2005), attaching the offer to Alli features in weekly circulars and the June EasySaver rebate catalog. CVS awards a $10 certificate for Extra Care shoppers who purchase $40 in weight-loss aid or liquid nutrition products, positioning the offer alongside Alli features in weekly circulars; eligible brands include Unilever's Slim-Fast, Hydroxycut, Atkins Nutritionals' Advantage and Novartis' Boost.GSK shipped 400,000 Alli starter packs to retailers, according to reports. The packs contain a 30-day supply and books with calorie counters, diets and recipes, lifestyle tips and a daily journal. Copy directs users to myalli.com, where they can tailor their diet plans by recording information, connecting to a network and accessing additional food guides. "Alli's name implies it can be a partner to achieve weight loss goals. All activity and promotional pieces focus on education and behavioral change," said a GSK spokesperson. "Even before this [launch], we have been educating consumers about the product and the lifestyle that is required."Activity first stirred in 2006 with the launch of questioneverything.com, an online resource, followed by myalli.com. In April, GSK released Are You Losing It? -- a companion book whose proceeds will benefit child obesity charities -- to bookstores and retailers such as Wal-Mart and Safeway. Drugstores, supermarkets and mass merchants began to herald the product launch in May with "coming soon" signage and circular features. Shortly before Alli hit stores, GSK generated exposure with "The Alli Experience" in New York, an interactive multi-media exhibit that ran May 22-June 10. Beginning with an interactive educational session about weight loss realities, the exhibit led visitors through five experiential zones representing stages of a diet, including fad diets, food temptation and commitment. Branding and informational content were embedded into the exhibit, whose last zone featured kiosks for visitors to interact with dieticians and determine if they were ready to use the product. According to the GSK spokesperson, the exhibit attracted more than 10,000 visitors.

P2PI MEMBERS

JOIN P2PI

You May Also Like

GNC Opens Modern Apothecary-Esque Flagship

Kate Hudson's Supplement Brand Launches at Whole Foods