To build Aleve volume among chain drug customers, Bob, working with Bayer Consumer Care, developed and executed a co-marketing program with the #1 toothpaste brand Colgate Total and Aleve. The brands partnered under their thematic umbrella strategies…“Long Lasting / All Day Strong”. The program featured a free Total Toothpaste sample (plus $1 coupon) co-packed with 80-count Aleve in off shelf display units in key chain drug outlets. The program built long lasting retail support by exceeding distribution and sales goals.
