CVS Supports GSK's OTC Launch of Flonase

CVS/pharmacy put its full support behind the Feb. 4 launch of GlaxoSmithKline’s Flonase as an OTC remedy, utilizing a variety of in-store and digital marketing tactics to promote the allergy-relieving nasal spray.In extensive circular activity, the retailer kicked off pre-launch support with an interior feature in its Jan. 11 tab announcing that the product was “Coming Soon." The Jan. 18 and Jan. 25 circulars both included interior features inviting consumers to pre-order the medication at cvs.com/flonase. The retailer's Feb. 1 tab included a circular wrap promoting deals on Bayer’s Claritin and Sanofi’s Nasacort and Allegra on the front while announcing the Flonase launch on the back and promising savings for CVS ExtraCare loyalty cardholders. A front-page and an interior feature supported. Flonase earned a second consecutive front-page spotlight in the Feb. 8 Valentine's Day-themed circular with a feature for the 60-spray SKU in the upper right corner. A slightly larger feature for the 120-spray SKU ran on an interior page.According to the Path to Purchase Institute’s online ad-tracking service OASIS, cvs.com launched digital support for Flonase on Jan. 6 with a series of display ads dangling $5 off pre-orders of the 120-spray SKUs. Supporting email blasts began some 10 days prior to launch. A new set of display ads started running on the day of launch. The ads link to the Flonase brand page, where consumers can buy the product and find information about allergies.Prominent P-O-P materials started landing about a week before launch, including floorstands and standees near store entrances, endcap displays, header signs, as well as in-line displays and violators in the allergy-relief aisle. “Coming Soon” shelf blockers held the place of product on endcaps and shelves until the actual SKUs became available.Social media has not been a focus; launch-related activity on Facebook and Twitter has been sparse thus far.

CVS Supports GSK's OTC Launch of Flonase

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