Wax Rx needed to convince consumers to spend 4x more for their earwax cleaning product than the average price of competing products, despite the Wax Rx product being more time consuming and difficult to use. Read below to learn about our effective strategy.
WaxRx wanted to repackage their physician product for sale to general consumers. This meant convincing consumers to spend $40 on an ear wax cleaning system when the average price of competing products was $8.99. WaxRx is not only 500% more costly, but it is more time-consuming and difficult to use.
J+H partnered with them to provide a strong branded, go-to-market strategy. The product was first launched successfully on television as a direct-to-consumer offering. The creative used demonstration and contrast to show the premium nature of the product and expand the demographic. As sales grew through TV campaigns, so did retailer interest.
We helped usher the premium product into Walgreens stores nationwide.
Media Tactics: TV, Social Media