The launch of Antinevralgic Forte – reinventing a traditional brand

Branding, Business

Sanofi Romania launched Antinevralgic Forte, a pill that calms down intense headaches and migrenes. By launching the new product, the company aims to consolidate the positioning of Antinevralgic brand as market leader on analgezics and anti-inflamatory OTC pills market.

New product’s launch benefits of a promotional campaign that includes TV, in-store materials in pharmacies, via merchandising and materials at the POS.

On another hand, the TV campaign will be rolled out in 2 steps: April-June and September – November. The regional campaign is signed by Publicis Prague and, in Romania, Free Communication will handle the PR activities.

By the end of the year, the company aims to sell 400,000 units of the new product. Also, all in all, Sanofi wants Antinevralgic to up 3% its market share, to 20%, and to increase sales by 20% b the end of the year, by comparison to 2012.

The launch of Antinevralgic Forte is important from the perspective of brand’s consolidation and modernization. We are talking about one of the brands with the highest notoriety on the Romanian market (82% assisted) and associated by consumers with values such as tradition, authenticity, efficiency and accessibility. With the new formula, we want to show that this brand has a lot to say on the analgesic segment in Romania, that it is a brand that is expanding and has ambitious objectives(…) Efficiency and reputation are very important for Romanians when choosing a headache pill. Antinevralgic answers successful the brief, with its almost 50 years of proven experience (…)

Iulia Rosian,

CHC Director Sanofi Romania.

Antinevralgic is produced since 1964 in Pills’ Factory Bucharest, nowadays Zentiva, part of  Sanofi group.