RESCUE® Starts 2016 On Top
After a successful ‘I Can Do This’ campaign in 2015, RESCUE Remedy® has started 2016 on a high as the No.1 brand in its category1. Over 52 weeks, RESCUE has driven category growth by 8% and grown its own market share within the category to 47.1%.
From April 2015, when the brand launched their first ever TV advert, through to the successful launch of RESCUE PLUS® Lozenge, RESCUE has outsold its competitors and continued to do so throughout 2015, with distribution gains for the new product in Boots, Holland & Barrett and independent retailers nationwide2.
The campaign has achieved its aim to recruit new consumers and deliver the message ‘be cool, calm and collected with RESCUE Remedy or RESCUE® Pastilles by your side’. The latest IRI data shows that RESCUE Night® is also experiencing impressive growth at +4.65% unit sales year on year, against a category growth of only +1% unit over the same period.
Jane Lefever, UK Senior Brand Manager for RESCUE comments: “It’s great to see RESCUE driving the growth of the category and for the brand to be in the No.1 position after a successful ATL campaign, which also included our first TV advert for the brand, voiced by Emilia Fox. Consumers are increasingly looking for natural based products to fit in with their busy lives. RESCUE's outstanding and consistent performance within this category is supported by strategic marketing and PR campaigns which focus on creating awareness of the products to the end consumer.”
1IRI HBA/OTC 52 wk value sales w/e 28th November 2015
2IRI HBA/OTC 52 wk value sales w/e 28th November 2015