Nasacort, the Rx allergy spray with limited brand awareness and a small patient pool, was the first in its class to shift to OTC. Just in time for allergy season. Beating Rx category leaders Flonase and Nasonex over the counter, we had first-mover advantage. We had to get it right.
Nasacort has superior efficacy compared to antihistamines, but few consumers knew this. We had a dual product mandate: awareness and education. Employing broad reaching strategies, owning endemic digital environments and a deploying tent pole activation in the most popular events coinciding with the launch, like the Academy Awards and Winter Olympics, KWG led newly gained consumers further through the funnel with a digital, mobile and social strategy that built emotional bonds and loyalty.
In what one leading retailer called “a gold standard launch” and “the best executed Rx to OTC switch”, we helped boost Nasacort to 400% growth in the first weeks. And that number is still climbing, exceeding goals and building a strong, defensible brand in an emerging category. We solidified KWG as the OTC shift specialist, managing two of the top Rx to OTC switches in the last five years, with more to come.