Chloraseptic

Overview

The family-friendly sore throat medicine brand helped parents prepare for cold and flu season, boosting awareness and purchase intent.

Business opportunity

Ah, fall and winter — a lovely time of year. But, along with the joys of the season, it’s also the season when sore throats or scratchy coughs arrive. In fact, 81% of consumers believe cold weather and health are linked, with temperature playing a role in the likelihood of getting a cold, and nearly half are likely to purchase cold, flu, and immunity medication once winter weather comes along.

Chloraseptic®, a leading sore throat treatment spray for the whole family, recognized that as temperatures dropped, sore throat sufferers needed a way to soothe symptoms. The influence of weather on health and seasonal wellness is clear, so their latest campaign was rooted in a weather strategy to leverage this powerful connection — with the goal of boosting brand awareness and purchase intent among parents with young children.

Impact

1. 2.7% lift in brand awareness among parents with young children.
2. 4.5% lift in brand recommendation among parents with young children.
3. 6.8% lift in purchase intent among parents with young children.
4. 51% increase in conversion rate throughout the campaign.

"Promoting Chloraseptic on The Weather Channel app reached parents within their organic planning routine with their children. This drove engagement during moments when weather conditions played a role in driving cough, cold, and flu-like symptoms.” – Sandra Kasprzak, Marketing Director, Cough and Cold Legacy Brands

Weather strategy

Real-time targeting, fast-acting remedies

Weather is a major factor in how people, especially parents, plan their daily lives and overall well-being: 85% of parents say the weather is very important when making decisions about their daily plans. With that in mind, Chloraseptic tapped into The Weather Channel digital properties to connect with parents while they were in their habitual planning and wellness routines.

Chloraseptic utilized Weather Targeting to reach audiences in moments when sore throats were top of mind. In this case, they used Weather Targeting’s unique ability to automate timing of brand messaging to coincide with the optimal mix of weather conditions proven to cause symptom flare-ups, medical claims, or product sales in a given ZIP code. Reaching people during these relevant moments optimized the efficiency and effectiveness of their ad spend.

They also engaged people who visited The Weather Channel Cold & Flu Wellness Forecast, which uses predictive modeling from AI to translate weather, anonymized health claims data, and CDC data into actionable insights for users to assess the flu risk in their local area – 15 days in advance. People who visited the cold and flu forecast were then segmented and retargeted throughout the app and weather.com.

Combining targeting with high-impact native creative proved to be a powerful duo. The Integrated Marquee captured parents’ attention as soon as they opened The Weather Channel app home screen, seamlessly incorporating their sore throat themed creative with real-time weather conditions for a contextually relevant wellness message. Images and copy were dynamically served for optimal relevance to each person’s hyperlocal forecast.

"We tapped into behavior and parent routines during our seasonally focused shopping time period. The ability to target during peak season was a great fit with the brand.” – Sandra Kasprzak, Marketing Director, Cough and Cold Legacy Brands

Results

Powerful, personalized awareness

Chloraseptic’s weather targeted creative resonated with parents, yielding a 4.5% lift in brand recommendation, and 6.8% lift in purchase intent among those with kids. By also tapping into The Weather Company’s Campaign Intelligence — which measures cross-device attribution to inform effective, cookie-less, media optimization — they found an impressive 51% increase in conversion rate throughout the campaign. A sight for sore eyes — or in this case, throats.

"Implementing the weather strategy was an ‘out of the box’ idea, and we felt like it made a lot of sense since we were going after parents with young children.” – Sandra Kasprzak, Marketing Director, Cough and Cold Legacy Brands

About Chloraseptic

For more than 50 years, Chloraseptic has been used to provide fast and effective relief for sore throat sufferers. The brand is owned by Prestige Consumer Healthcare, based in Tarrytown, New York. Products include lozenges, sprays, and strips, coming in a variety of flavors.

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