Breathe Right- Case Study
PR strategies that led to the Breathe Right phenomenon
With just 1,000 prototypes, no product distribution and a small marketing budget, CNS President Dan Cohen, MD tasked Media Relations Agency with driving consumer demand for a new product: Breathe Right Nasal Strips.
Through creative and tenacious PR, we turned this unknown product into a superstar with national retail distribution, and successfully established Dr. Cohen as a trusted, in-demand media figure.
The Challenge
- Distributors refused to stock Breathe Right without retailer demand, but retailers wouldn’t buy it without proof of consumer interest.
Given the lack of a major advertising budget, media exposure was the only way to generate that demand, yet the media was reluctant to cover a product not yet widely available in stores. - We had to prove that this product, which looked like a low-tech “nose bandage” was actually a revolutionary medical device.
- Due to FDA regulations, we couldn’t say Breathe Right strips helped relieve congestion due to colds. Nor could we say they helped reduce snoring (an angle that really interested the media).
This project’s success hinged on our ability to find an angle that captivated the media and inspired consumers to ask retailers to carry Breathe Right in their stores. We also had to prove to the media that Dr. Cohen was an experienced, credible and worthwhile guest. Our goal was to get him all the media interviews he could handle!
Our Approach
Positioning the product for the right credibility: Phase one of this campaign involved strategically positioning Breathe Right as a sleep-enhancement product. His medical expertise enabled him to successfully discuss the value of the strips in media interviews, gradually building interest.
Targeted distribution catalyst: To help CNS secure a deal with Walgreens, we synchronized an extensive Chicago publicity blitz to coincide with Dr. Cohen’s meeting with Walgreens executives. Some of those executives heard Dr. Cohen’s interview on WGN, a major Chicago station. Convinced of CNS’s commitment to aggressive marketing, Walgreens signed a distribution agreement to carry Breathe Right in its stores.
Celebrity domino effect: Following Walker’s example, players across the NFL, including Jerry Rice and other San Francisco 49ers players as well as the Dallas Cowboys, began wearing the strips. This visible usage led to commentator John Madden talking about the “funny Band-Aids” on Monday Night Football, solidifying Breathe Right as a national sensation.
National TV explosion: To launch TV publicity, we created professional video footage showcasing the strips, packaging and user testimonials. When a reporter in San Diego used the segment and fed it to the CBS news network, it instantly generated coverage on 80 stations nationwide, giving us massive, cost-effective exposure. This was typical of the media exposure we were getting.
The NFL breakthrough: Phase two of our campaign involved mailing strips to all the NFL team trainers at the start of the season. The Philadelphia Eagles trainer, who had seen them work on his sick children, gave one to Herschel Walker. Walker wore the strip in a game, and his picture landed on the front page of the sports section. This instantly gave Breathe Right celebrity credibility and massive consumer acceptance.
The Results
With a great product and lots of preparation, we were rewarded with a plateful of media
opportunities.
In the two weeks following Herschel Walker’s newspaper photo wearing a Breathe Right strip, we booked more interviews for Dr. Cohen than we’d booked during the entire first phase of the campaign.
Suddenly, Breathe Right was a national story. The sports media were immensely interested. Regis and Kathie Lee were talking about the product on their show.
Shows that had previously interviewed Dr. Cohen wanted him again. Reporters started calling us and asking if they could interview Dr. Cohen about these mysterious nose strips.
Dr. Cohen would tell audiences to go to their local pharmacy manager and ask for this new product. People began doing exactly that. Orders started rolling in. It was through this process of “forcing distribution” that CNS increased nationwide distribution of Breathe Right through Target Stores.
Ultimately, the ensuing publicity enabled CNS to sign on with some of the biggest retail chains in America, including American Drug, Osco, Winn-Dixie and Walgreens. Before long, Breathe Right was in 40,000 stores and counting.
1K
Prototypes at Launch
40K
Retail Expansion to New Stores
$85M
Sales
The Results
With a great product and lots of preparation, we were rewarded with a plateful of media
opportunities.
In the two weeks following Herschel Walker’s newspaper photo wearing a Breathe Right strip, we booked more interviews for Dr. Cohen than we’d booked during the entire first phase of the campaign.
Suddenly, Breathe Right was a national story. The sports media were immensely interested. Regis and Kathie Lee were talking about the product on their show.
Shows that had previously interviewed Dr. Cohen wanted him again. Reporters started calling us and asking if they could interview Dr. Cohen about these mysterious nose strips.
Dr. Cohen would tell audiences to go to their local pharmacy manager and ask for this new product. People began doing exactly that. Orders started rolling in. It was through this process of “forcing distribution” that CNS increased nationwide distribution of Breathe Right through Target Stores.
Ultimately, the ensuing publicity enabled CNS to sign on with some of the biggest retail chains in America, including American Drug, Osco, Winn-Dixie and Walgreens. Before long, Breathe Right was in 40,000 stores and counting.