While this new OTC children's medicine was using FSI-delivered cents-off coupons to promote trial, we concluded that its ads were not precisely targeting its product purchasers, parents with children six to twelve years of age. National FSI circulation included a high percentage of single person households, seniors and households with children younger and older than desired. The brand was also experiencing a growing level of malredemption.

We recommended two new promotion-delivery vehicles. The first was Thematics, a co-op coupon insert bound into subscription copies of leading women's service magazines. The second was an in-school-delivered Halloween Safety Trick or Treat bag with coupon insert inside.

Thematics delivered 12% more targeted households than the FSI and generated a 35% increase in coupon redemption; its bind-in magazine format also blunted malredemption. The Halloween Safety program insert delivered a cents-off coupon and a free near pack offer to the parents of half the kids in America ages 6-12. Triaminic sold in heavily against the free near-pack in cities where the in-school-delivered insert was distributed.