PiNG! Connecting with Your Consumer - Flipbook - Page 105
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Innovation through Ingredients—MiraLAX
Opening New Markets
with Tonality
of Communication
Your consumer does not have to understand
you to trust you. MiraLAX, a stool softener from Scher-
ing–Plough, is what is known as an “Rx-to-OTC crossover.” This
laxative has crossed over from prescription medication to overthe-counter (OTC) drug, which presents new branding opportunities.
MiraLAX uses a new ingredient to PiNG consumers with authority and reliability. The new ingredient, polyethylene glycol, is said to work with your body to restore its natural
rhythm. However, many consumers may not clearly understand what this means, so MiraLAX makes several other claims
as well. It says it is the #1 prescribed laxative. (It has been
the #1 choice of doctors for years.) MiraLAX also states that
it is the first prescription laxative in more than 30 years to
be made available OTC. These are ideas that the consumer can
understand and believe. Although she may not understand
everything about MiraLAX, she knows enough to decide to make
a purchase.
Is your key ingredient understandable
and relevant to your consumer?
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