Just saw this article from the NY Times about Novartis giving away a quarter million bottles of Triaminic, a fever reducer and pain reliever, under the slogan “Restock Your Medicine Cabinet.” According to the Times:
The Swiss drug giant Novartis plans to give away up to 250,000 bottles of its new liquid children’s medicine, Triaminic Fever Reducer Pain Reliever, in an effort to woo parents frustrated by a nationwide recall and shortage of a competing product — liquid children’s Tylenol.
McNeil Consumer Healthcare, the Johnson & Johnson unit, recalled an estimated 136 million bottles of liquid children’s Tylenol and other pediatric medications in April because of manufacturing deficiencies.
What Novartis is doing is attempting to break a habit by taking advantage of sub-context. They could be very successful, but only if they recognize how difficult habit-breaking can be.