Purple Reign

We've written so much about the Prilosec launch over the last 18 months, we're starting to develop a little editorial indigestion.Every industry has its own set of overused case studies. For instance, have you ever heard a discussion of retail branding that didn't mention Starbucks, the Apple Store, or both? Do you still nod in reverent agreement when it happens, or do you now roll your eyes and wish for fresher examples?Still, when you find a great example of anything, it's hard to avoid discussing it. And Prilosec undoubtedly is a great example. Procter & Gamble's success story turns up twice within this month's content highlights, and with good reason:First, because it was the most successful new product of 2003-2004, according to Information Resources, Inc.'s latest New Product Pacesetters report. And second, because an account-specific campaign P&G conducted at CVS for the launch earned an award this month from the Promotion Marketing Association.It doesn't take much effort to position Prilosec as a "great example" to illustrate this month's other highlights, either. Our newest report on packaging examines the importance of color. While the Prilosec launch was based on deep consumer insight and supported by scores of innovative tactics, the importance of P&G's decision to paint the launch royal purple cannot be underestimated.Similarly, the newest additions to our Lecture Hall discuss marketing to women, the target of nearly all P&G activity. (While other companies try not to sound sexist, P&G executives habitually personify "the consumer" as "she.") So while the overweight, middle-aged man is typically considered the primary candidate for heartburn, P&G focused its efforts on "his" belch-weary wife.Oh, one more thing. There's a Prilosec display (from Henschel-Steinau) among the images in our Preview Gallery for POPAI's Outstanding Merchandising Achievement Awards.So before you start rolling your eyes about this one, you might want to take one more good look.Peter BreenManaging Director, ContentIn-Store Marketing Institute

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