Bayer Claims There's Life After the Party

Morristown, N.J. -- Hangover sufferers generally aren't the most productive types, a fact that may explain why they elicit more scorn than pity from their more peppy coworkers and companions. But Bayer Consumer Care feels their pain. The company claims its new Alka-Seltzer Morning Relief product helps these recovering revelers get back on their feet and into the flow more easily.The product began appearing in supermarkets, drugstores, mass merchants and convenience stores in August and is engineered to relieve the symptoms associated with hangovers from drinking alcohol. A floorstand, a gravity-feed display and a countertop tray for convenience stores supported the introduction. A follow-up campaign was released in January for Super Bowl party-goers.According to Connie Schnitz, brand manager for Alka-Seltzer products, there are a lot of common misconceptions about hangovers. "People tend to think that you only get a hangover if you drink a lot," she says. "That is just not true. We found that some people experience hangovers after just one or two drinks."Morning Relief is formulated to specifically address the discomfort associated with hangovers. "It has the alertness aid of caffeine with a maximum-strength pain reliever," she says. "It's the perfect product for people who need to get up and get on with their day."To support the product introduction, the company produced corrugated floorstands, gravity-feed units and countertop convenience trays. Nearly 6,000 of each display were produced. The purpose of the displays was two-fold, says Schnitz. "We're using the displays to help us drive trial of Morning Relief, as well as to help us differentiate Morning Relief from our other brands," she says. In addition to Morning Relief the company markets regular Alka-Seltzer, Alka-Seltzer Heartburn and Alka-Seltzer Cold.The gravity-feed display holds 12 boxes of product and is designed to gain trial among consumers. The floorstand is geared to differentiate the product lines. It holds regular Alka-Seltzer, as well as Morning and Heartburn Relief."The countertop tray is something new for us because this product is a really great fit with the convenience channel," says Schnitz. The acceptance among convenience stores has been so wide-spread that Morning Relief was honored with Convenience Store News magazine's best new convenience store product award for 2001.The displays, which shipped pre-packed to retailers, were designed and produced by Chesapeake Corp., Richmond, Va.; Pride Container Corp./The Strive Group, Chicago; and Smurfit-Stone Container Corp., Chicago.

Bayer Claims There's Life After the Party

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Market Segment