Cadbury advertising Halls lozenges through chain drug stores

New York Cadbury recently tapped into EyeCurve, patent-pending cardboard advertisements developed by StoreBoard Media and placed at security pedestals near the entrances of nearly 10,000 chain drug stores, to promote its Halls Naturals and Halls throat lozenges through the cough/cold season, according to published reports.

StoreBoard Media will feature the Halls branded pedestal wraps in more than 3,000 retail locations, including 2,600 CVS/pharmacy stores, Duane Reade and 182 Jewel-Osco supermarkets.

The campaign will run through Jan. 25 in 10 major media markets, including: Atlanta, Boston, Chicago, Dallas, Detroit, Houston, Los Angeles, New York, Philadelphia and Washington.

The ads are designed to capture customers' peripheral vision as they pass through the entrance. The company contracted with Masi International last summer in a matched-panel study at 15 CVS stores in Chicago, where it installed EyeCurve ads for three oral care products. The study, which examined the four-week period before the ads were installed and the four-week period when they were up, found that toothpaste sales increased by 6.5%, mouth rinse sales by 6.9% and brush sales by 8.7%.