CINCINNATI — Procter & Gamble Co.’s Vicks has relaunched the Sinex brand with an expanded lineup of over-the-counter medicines for sinus symptoms.
P&G said the move aims to establish Vicks Sinex as a “clear choice” in a crowded OTC category that can be bewildering to consumers seeking relief from nasal congestion and sinus pressure caused by allergies, colds or other factors.
Available this month at major retailers nationwide, the broadened line includes Vicks Sinex Scent-Free Ultra Fine Mist, Severe Nasal Spray, Severe Ultra Fine Mist, Moisturizing Ultra Fine Mist, Nighttime and Daytime LiquiCaps, and LiquiCap Convenience Packs.
To reinforce Sinex’s tagline as the “Clear Your Head Medicine,” P&G also plans an integrated marketing campaign for the brand relaunch that includes national television, online video, in-store displays, coupons and a digital sinus incidence program.
Research by Vicks Sinex has found that 63% of sinus suffers look to a variety of medications to relieve their symptoms, yet these remedies might not do the job, according to Dave Tomasi, commercial director for P&G personal health care. Overall, 71% of U.S. households (85 million) experience sinus symptoms, and 17% (20 million) have severe sinus symptoms.
“Consumers can experience confusion when they’re trying to find a product that can offer total sinus relief, partly because our research has found that sinus lacks a true category leader. Without that well-known, go-to sinus brand, people are left to juggle a variety of products in order to find relief for their symptoms,” Tomasi explained.
“This expansion of the Sinex line will offer one-stop-shop relief from a trusted brand,” he added.
Originally launched in 1959 as Medi Mist, the brand took the name Sinex three years later and was the market leader through the mid-1990s, according to P&G. The company said Sinex has retained high awareness and a loyal following due to its “long-lasting relief” claim and the introduction of the first Ultra Fine Mist in the 1990s. And since the mid-1990s, the brand has offered fast-acting relief in nasal spray form.
“There are many well-established brands for allergy relief, but without that true category leader for consumers who suffer from sinus symptoms, it made sense to launch a line specifically designed to address these consumers’ needs, regardless of the trigger,” Tomasi noted. “We want to keep it simple: Sinex stands for sinus.”
The Vicks Sinex products carry a suggested retail price of $7.99 for sprays, $7.99 for LiquiCaps and $13.99 for LiquiCap Convenience Packs.
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