Rennie ICE (calcium carbonate and magnesium carbonate) is back on TV with a ‘cool’ £2 million investment in a nationwide advertising campaign to support the continuing growth of the brand. This second ‘burst’ of advertising runs from 16th March 2009 for 4 weeks.
Launched in October 2008, Rennie ICE provides cooling relief from heartburn and indigestion and is available in packs of 24s, 48s and a new Pocket Pack format. The new Pocket Pack was launched to provide consumers with a portable, durable and slim-line pack for people ‘on the go’. The modern design of the pocket pack has a unique sliding opening mechanism that particularly appeals to a younger audience. The pack design also provides retailers with an ideal pack format to display in impulse areas.
Rennie is the number one selling brand in the category with a 41.4% value share of the £89.4 million heartburn and indigestion tablet market. Preliminary reports are positive with the initial launch of Rennie ICE achieving 5.5% value share of the heartburn and indigestion tablet market.
A Rennie spokesperson comments: “This significant investment in marketing support for the Rennie ICE range in 2009 provides a real opportunity to build on the success of the launch activity. Consumer response to Rennie ICE has been encouraging and we are confident that further advertising will raise the profile of the product. So, the message for retailers is to stock up now to meet customer demand!”
Rennie ICE joins the existing Rennie family of fast and effective heartburn and indigestion remedies, which include Rennie Peppermint, Spearmint, Sugar Free tablets, Rennie Soft Chews, Rennie Fruit tablets and also Rennie Deflatine tablets for trapped wind.
Product information:
Rennie ICE tablets are available from Ceuta Healthcare in the following formats:
• A 48s pack, retail price £3.61
• A 24s pack, retail price £2.24
• A 12s (Rennie Pocket Pack), retail price £1.95
Ceuta Healthcare
Tel: 01202 780 558
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