P&G looking to own sinus solutions with Sinex relaunch
CINCINNATI – Procter & Gamble on Wednesday announced the relaunch and expansion of its Sinex brand, a complete line of over-the-counter medications designed for consumers who suffer from sinus symptoms. With the relaunch, “The Clear Your Head Medicine” enters a misunderstood category to offer consumers a clear choice for their nasal congestion and pressure relief, regardless of whether symptoms are due to allergies, colds or other triggers.
“Consumers can experience confusion when they’re trying to find a product that can offer total sinus relief, partly because our research has found that sinus lacks a true category leader," stated Dave Tomasi, commercial director, P&G Personal Health Care. "Without that well-known, go-to sinus brand, people are left to juggle a variety of products in order to find relief for their symptoms,” he said. “With 63% of sinus sufferers looking to a variety of medications that might not do the job for their sinus symptoms, this expansion of the Sinex line will offer one-stop-shop relief from a trusted brand.”
As many as 71% of U.S. households (85 million) suffer from sinus symptoms in a given year, while 17% of U.S. households (20 million) are severe sinus sufferers. This relaunch marks more than 50 years of the Vicks presence in the OTC sinus segment and more than 100 years as a trusted cough, cold and flu brand.
Available this month, Vicks Sinex now offers a complete product lineup with both sprays and LiquiCaps including:
- Scent-Free Ultra Fine Mist;
- Severe Nasal Spray;
- Severe Ultra Fine Mist;
- Moisturizing Ultra Fine Mist;
- Nighttime and Daytime LiquiCaps; and
- LiquiCap Convenience Packs.
Originally, launched in 1959 as “Medi Mist,” the brand adopted the name Sinex three years later and was the market leader through the mid-1990s. While additional products have since entered the nasal spray market, Sinex has retained high awareness and a loyal following due to its “long-lasting relief” claim and the introduction of the first Ultra Fine Mist in the 1990s. Since the mid-90s, the brand has offered fast-acting relief in nasal spray form.
“There are many well-established brands for allergy relief but without that true category leader for consumers who suffer from sinus symptoms, it made sense to launch a line specifically designed to address these consumers’ needs, regardless of the trigger. We want to keep it simple – Sinex stands for sinus,” Tomasi added.
The relaunch will include a holistic and integrated marketing campaign, featuring national TV, online video, in-store displays, couponing and a digital sinus incidence program.
With a variety of products, Vicks Sinex provides both solids and sprays to meet consumers’ personal preferences. Sinex products are now available in the aisles of major retailers throughout North America.
No comments found