Visine-A wanted to position itself as an allergy medicine, not just an eye drop. To do so meant getting display alongside other allergy medicines in stores. Walgreens, a key retailer, was hesitant to agree to the plan—until it was offered free advertising in exchange for participating.
- 30/30 advertising
- Branded, localized pollen count alerts
- Endorsements from station personalities with allergies
$350K worth of endcap displays for $310K in media value, plus price promotions and flyer inclusion