Perrigo invests and scores in times of crisis
Corona is a major challenge for consumers and companies. Nevertheless, Perrigo Belgium was not discouraged and continued to invest in advertising in times of crisis. Together with DPG Media, Perrigo set up a TV campaign for XL-S MEDICAL and Zaffranax, with success!
Product/brand: XL-S MEDICAL and Zaffranax
Period: May - June 2020
The corona crisis had an impact on various sectors: both the media and the pharmaceutical industry were confronted with a sharp fall in turnover. Perrigo therefore decided to reduce the advertising budget throughout Europe.
However, the most heard B2B statement in this period is: advertising investments during a crisis provide a sales uplift and may even have a long-term effect. With this wisdom in mind, DPG Media and Perrigo Belgium entered into a dialogue.
The result? A successful campaign for XL-S MEDICAL and Zaffranax with investments in local, high-quality media.
Because of the corona crisis, pharmacies were suddenly visited less often, which affected the sales of Perrigo products. To turn the tide and increase visibility, Perrigo opted for a TV campaign on the channels of DPG Media. The ultimate goal was to make the XL-S MEDICAL and Zaffranax brands top-of-mind and thus lead to increased sales in pharmacies.
This partnership had a positive effect on sales in Flanders. XL-S MEDICAL, for example, increased its market share by 11% in the north, compared to only 4% in the south, where there was no question of investing further.