Launching pivotal cold research

Skill area: Media relations

Objective: Raise profile and launch new product research

Echinaforce echinacea purpurea needed to stand-out in a crowd of cold and flu products as winter approached.

The team worked with A.Vogel’s nutritional therapist to compile advice and a press pack on keeping the immune system strong.

Media 1-2-1 briefings were conducted at key consumer publishing houses to brief journalists on the importance of a healthy immune system and how echinacea can help. A desk caddy was produced for media containing germ-free essentials including hand gel and tissues to ensure echinacea was within hands reach of journalists who have no time to catch colds.

We analysed new research by Cardiff University’s Common Cold Centre which showed that extracts from echinacea purpurea can slash colds by 60 per cent and the need for pain killers.

A press conference was held to launch results to the media and the story was sold in to the national health news writers. Coverage appeared across the nationals including The Times and the Daily Mail.

Interviews took place with BBC Radio 5 Live and numerous BBC stations reaching 8 million people.

We helped to create a cold etiquette infographic which was distributed via the client’s facebook page.

Our key point of difference communicated was that not ALL echinacea products are the same and the quality of the raw ingredients can make a big difference to the herb’s effectiveness.

The client reported a boost in sales of Echinaforce as a result of the activity.