A £1.4 million brand advertising campaign breaks in March, for the UK’s second largest laxative brand Dulco-lax. The advertising campaign forms part of an extensive 2003 marketing and public relations plan, which is designed to grow the laxative market and the Dulco-lax range of Tablets and Perles.

Building on the strap line ‘Help restart your natural rhythm’, which was introduced in 2002, the exciting new creative centres on the workplace and features a woman who re-discovers her body’s natural rhythm once Dulco-lax has taken effect and constipation is relieved. She celebrates her liberation from the sluggish feelings of constipation with a dynamic drum and dance routine utilising the office furniture and equipment for effect.

The national campaign will utilise different media such as outdoor and press in key women’s lifestyle and health magazines, such as Top Santé, Good Housekeeping and Essentials.

Kate Dixon, Dulco-lax Senior Product Manager, comments, "We are delighted with the results of 2002’s campaign – in fact Dulco-lax actually contributed the greatest value growth to the laxative market, accounting for 38% of the total market growth of £3.0m. We aim to better these results in 2003 by continuing to raise consumers awareness of Dulco-lax as a reliable, gentle and effective laxative. This is something supported by the rest of the world, where Dulcolax in the No.1 stimulant laxative sold3."

• Dulco-lax Perles (sodium picosulphate) 50s [P], RRP £4.59
• Dulco-lax Tablets (bisacodyl) RRP £1.19, £1.99 or £4.49 for packs of [GSL] 10, 20 or [P] 60 tablets respectively
• Dulco-lax suppositories (bisacodyl) [P] RRP £1.60 for 5 children's suppositories, £2.60 for 10 and £4.65 for 20 adult suppositories.
• Laxoberal liquid (sodium picosulphate) [P] RRP £3.25 or £7.75 for 100ml or 300ml respectively

Trade contact:

Pharma Consumer Care 01202 314824

References:

1. Omnibus Study, GfK Sept 2000
2. Research held on file, Boehringer Ingelheim
3. IMS Midas data held on file, Boehringer Ingelheim

Interview Opportunities:

Kate Dixon, Brand Manager for Dulco-lax, Boehringer Ingelheim.

For further information, please contact Sarah Morgan or Vicki Norton at Munro & Forster Communications on 020 7 815 3900.

This news story was brought to you by Boehringer Ingelheim – the largest family-owned pharmaceutical company in the world.