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Snoreeze campaign prompts record sales

OTC snoring relief brand Snoreeze racks record sales in August 2007, following an advertising campaign emphasising the establishment of routine and a peaceful night's sleep

The OTC snoring relief brand Snoreeze racked up record sales in August 2007, following an advertising campaign which offered couples a chance to restore routine and achieve a peaceful night's sleep.

The GBP 250,000 campaign implements print adverts across a range of national and consumer publications, including The Radio Times, The Mail on Sunday and Woman & Home.

In the first week of the campaign, sales figures revealed a 17 per cent increase across the entire Snoreeze range, with the Nasal Spray version achieving its highest levels of sales to date.

The adverts were created by UK-based creative agency Purity and feature a couple in bed, envisioned through a mixture of photography and line illustration, focusing on the positive effects which snoring relief can have on a couple's relationship.

The images appear under the titles of 'One in four couples sleep in separate rooms because of snoring' and 'Half of all relationships suffer because of snoring'.

Anton Mercier, joint director of Purity, said: "Through the use of real statistics the adverts were designed to portray the detrimental effects that snoring can have on couples and to empower the partners of snorers to take action for a better relationship."

The brief of this campaign, which continues an eight year working relationship between Purity and Passion for Life Healthcare, was to develop a campaign to communicate specifically with women, as the partners who have to deal with snorers.

Insight was taken from a qualitative survey of consumers throughout the EU looking at how partners and couples regard snoring and how they cope with it. The survey showed the wide variety of coping strategies which couples adopt to deal with snoring, including kicking and nudging, to going to bed first or sleeping in a different room.

Advertising is appearing over a 16-week period from July-October 2007 and by the end the campaign is expected to have reached an estimated six million consumers.

Philip Artus, managing director of Passion for Life Healthcare, said: "We are committed to improving the quality of life of our customers and this advert was designed to communicate the problems that snoring can cause in a relationship. We are offering a more practical solution to people than the extreme methods couples adopt to cope with snoring."

30th September 2008

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