Perrigo, a leading provider of medicines and healthcare products, is launching a new advertising campaign for Nytol for 2018 which will build on the success of their platform from 2017.
Nytol’s 2017 campaign was built on the insight that millions of us struggle to sleep as we lie awake thinking about a plethora of different worries. This was communicated through a series of light-hearted adverts, making this common issue relatable to sleep sufferers.
In total, over £2.4 million will be spent on the 2018 marketing campaign. This makes it the biggest budget Perrigo has invested on Nytol’s marketing, and comes as consumers are becoming increasingly mindful of their sleeping habits.
Nytol’s 2018 campaign will consist of two bursts of TV advertising featuring Nytol Herbal and Nytol Anti-Snoring Spray. This will be supported with a social and out of home campaign with demographic and geographic targeted creative, featuring the wider Nytol range.
In addition to raising awareness of the brand through advertising, Nytol also wants to help the UK population get a better night’s sleep by working with a sleep expert, psychologist and neuroscientist to establish the perfect 30 minute pre-bed routine to get a great night’s sleep.
In January, as the first peak of activity gets underway, Nytol POS materials will be distributed to pharmacies. There will be training modules for pharmacists in January and September, as well as face-to-face training and brand engagement materials for all pharmacy staff detailing the importance of good sleep, why people may be suffering from sleeplessness and how to effectively treat it.
Holly Turner, senior marketing director at Perrigo, said; “Our aim with Nytol in 2018 is to use empathetic adverts to break down the barrier of fear around sleeping aids with consumers, as well as support pharmacy teams with educational materials so they feel confident in leading conversations about sleeping issues. By helping people understand that sleeping aids do not need to be a last resort and can be used to break a poor sleep cycle, we want to reinvent the category for the millions of sleep-deprived people across the country.”
“Research shows there are an estimated 4.8 million sleep deprived people who don’t currently purchase a sleeping aid but would consider in the future. As a sleep expert, Nytol wants to make a difference to these troubled sleepers, offering advice and tips on how to achieve those important eight hours and how Nytol can be an effective part of that routine.”
The 2018 campaign will feature Nytol’s distinctive strapline and hashtag from 2017 #saygoodnytol.
For more information on Nytol products, visit the Nytol website at www.nytol.co.uk.
Nytol Herbal Simply Sleep One-A-Night Tablets contain 385mg of Valerian root extract, traditionally used for decades to induce sleep and promote calmness. This product may be suitable for those who would prefer an herbal remedy with a natural active ingredient, and are looking for a higher dose of Valerian than Nytol’s other herbal tablets. One tablet should be taken with water 30 minutes to 1 hour before bed. Available in packs of 21 (RRP £5.99*). Suitable for adults over 18 years of age.
*Price is at the sole discretion of the retailer
Perrigo Company plc is a top five global over-the-counter (OTC) consumer goods and pharmaceutical business offering consumers and customers high quality products at affordable prices. From its beginnings in 1887 as a packager of generic home remedies, Perrigo has grown to become the world’s largest manufacturer of OTC products and supplier of infant formulas for the store brand market. It is headquartered in Ireland.
In the UK and Ireland Perrigo is a leading provider of medicines and healthcare products. Its portfolio includes consumer products, which are distributed through retail channels, and prescription medicines. It also offers specialist contract manufacturing services. Its products are sold throughout the UK, in Europe and beyond.
As a global business, Perrigo is committed to providing “Quality Affordable Healthcare ProductsTM” to consumers around the world. Visit www.perrigo.com to find out more.
 Hall & Partners, Nytol research