Driving leadership and awareness in an emerging market

Zarbee’s is an all-natural remedy to soothe and calm coughs and sore throats. Developed by top pediatrician Zak Zarbock after the FDA declared it unsafe for parents to give kids cough syrup under the age of four.

Zarbee’s overall challenge was to build the case for expanding national retail distribution through awareness and demand. Krupp was engaged to develop a compelling brand narrative, launch a new product for adults, focus consumer attention on their leadership in the natural solutions market, and ignite pediatrician recommendations.

Strategy:

We created a strategy around the brand’s proof of efficacy in its foundation of natural bee honey.

We chose to showcase Dr. Zarbock as a natural health expert and the creator of an effective all-natural product. Through a range of high-profile events, we created touchpoints to bring the brand and Dr. Zarbock’s expertise to life in an appealing way for the media.

We also engaged influential bloggers to help promote the product and hired celebrity mom Kristin Davis to co-host a ‘Zarbee’s Cares’ Luncheon to help extend impact via social and traditional media.

Results:

655MM+ media impressions including national coverage on The Doctors; national and regional print including People and Parents Magazine; extensive online coverage

Generated new on-shelf consideration near more traditional cough medications

The coverage helped spark interest among retailers, resulting in new availability for consumers

Zarbee's has become a mainstay brand in stores and medicine cabinets across America

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