Through the newly created “alli first team” alli made Real World Women to its advocators to foster credibility and gain consumers confidence. They took part in a Real World test programme – using alli in addition to a slimming-routine.A call-up via print and online invited to apply for being member of the “alli first team”. During a casting 38 women were chosen as “alli firsts”. They started the test 2 months before market entry. The kick-off was organised with the famous Austrian star cook Johanna Maier. Well-known nutrition experts, motivation specialists, sport coaches and alli representatives supported the whole team.Social media accompanied the slimming-programme in terms of an online platform where each team-member shared their experiences and their individual progress. Editorial cooperation with content-affine press, websites and pharmacy titles further spread the success stories. Main cross-media cooperation partner was Kronenzeitung - the daily with the highest reach.

Through our word of mouth communication - using the “alli firsts” as excellent multipliers - alli had a successful launch on the market.

IMS reported alli the most successful consumer health launch in 1.HY2009. And most important: sales results exceeded the clients forecast by 30%, alli became market leader within the first weeks. Demand was so high that even stocks were sold out! 33 consequent “alli firsts” lost 206 kg within 2 months, pharmacists and consumer feedback was great.