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Allergan: Alocril (Rx)
Objective
Allergan, a publicly traded international specialty pharmaceutical company that is a leader in high-end ocular products, skincare products and neurotoxins wanted to gain brand awareness for its ocular allergy product among consumers without using advertisements. Allergan came to RLM in the fall of 2001 to launch a consumer outreach campaign for Alocril, Allergan’s prescription drug for controlling ocular allergy symptoms.
RLM Strategies and Tactics
To make allergy medication relevant to consumers’ lifestyles, RLM set its sights on golfers:
- Recruited an allergy specialist and author of a scientific study on golfers and allergies to serve as an expert source for reporters
- Pitched long-lead golf magazines for the upcoming spring issues
Results
In three weeks, RLM moved from initial concept to real coverage, earning an interview and ink on Alocril at Golf, a magazine delivered to over 1.4 million households monthly. RLM then garnered interest, interviews and coverage in Golf Digest, Fairways, Golfweek News, Golf for Women, T&L Golf and even Woman’s World, another magazine shattering the one million mark. After the success with golfers, RLM continued the campaign by moving to publications focusing on other outdoor activities that may be impacted by ocular allergies.