Zicam Positions Itself as 'Pre-Cold' Remedy

Scottsdale, Ariz. — Matrixx Initiatives' Zicam (a homeopathic cold remedy) is designed for use at the first signs of the common cold; it's not meant to treat full-on cold sufferers. Shoppers can be understandably confused. The brand's packaging and marketing materials did little to help, and in-store messaging was lost in a sea of other cold remedies designed to alleviate symptoms. When used as directed, says Matrixx, Zicam Cold Remedy shortens the duration of a cold.Zicam set out to get consumers/shoppers to understand when to take the product. It also wanted to carve out some differentiation from other players in the homeopathic category – to create a "category of one."First came the coining of the term "pre-cold," which came out of collaboration with advertising agency Grok, New York. "The Zicam folks took that out to focus groups. They wrote 'pre-cold' on a board," says Julia Beardwood, founding partner of New York-based Beardwood & Co., the agency responsible for Zicam's packaging redesign. "All of a sudden everyone understood what it was without any explanation. Heads were nodding."On the new packaging, a "Pre-Cold" seal in the shape of a bulls'-eye appears as a unifying element. The main benefit statement: "Reduces the Duration of a Cold" is prominently displayed under the bulls-eye. The seal is carried through all the marketing platforms including online, in-store displays and advertising.Television and print ads, also created by Grok, introduced a new character: The Cold Monster, a big watery-eyed, runny-nosed, congested wheezy and heavy-breathing beast that personified the full-blown cold. Zicam's Facebook page featured Cold Monster activities such as YouTube videos highlighting how colds are passed around.Zicam already had a strong brand color, orange, that stood out at the shelf. But the brand was still very hard to shop, says Beardwood. New packaging includes an updated logo and clearer visuals to communicate the various formulations and delivery methods. The Zicam product line includes 15 SKUs, including Rapidmelt tablets, chewables, liquid lozenges, crystals packets and an oral mist.Creating clarity in the aisle was critical. Zicam needed to stand out to shoppers, already not feeling well and faced with myriad choices. "This gives consumers a clear line of sight to where the pre-cold section is," says Aleyamma Mathew, Zicam senior brand manager.Zicam also took a fresh look at how it was reaching shoppers prior to hitting the store. "We took a look at how we engaged and this year have a very strong social push behind the brand," says Mathew. "We wanted to ensure a consistent message and tone that allowed the audience to engage. In the past where we came across as more clinical or medicinal, we wanted to be more inviting."The brand is engaging through social media with price promotions and relevant messaging, and reaching out to bloggers by attending the BlogHer Conference in New York in an attempt to educate and influence moms, says Mathew. A Zicam website was redesigned by agency Primacy, Farmington, Conn.As the cold and flu seasons concluded this spring, management was still evaluating the campaign's success, particularly around social media. Sales for the total brand were up from Sept. 6, 2012, through the last week of February. The cough-and-cold season peaked in December, but sales of Zicam were up the moment when advertising launched in September, says Mathew. New packaging hit stores in October.In-store elements included standard shelf talkers and displays, and some custom configurations for various retailers. Retail-specific elements will be developed and rolled out in time for the 2013 cold season.

Zicam Positions Itself as 'Pre-Cold' Remedy

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