We developed an involving direct mail package that engaged the reader with a play on the 'two squirts' of medication for little squirts as young as two years of age. The mailing was created with panels that unveiled this exciting news, describing how the medication works, overcoming the 'steroid' fear, and demonstrating the value of targeting the allergy right where it hits — in the nose. The photography is fun and delightful, the images show kids in situations they normally can't enjoy because of their allergies, the colours are bright and energetic, the message is clear and to the point, and once opened all the way, the offer is the final payoff — try it and get a $10 rebate.

There are positive indicators that this initiative did succeed. Market share steadily increased over the promotion period with virtually no other advertising in the marketplace.