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Media attention-rather than marketing savvy-launched Quigley Corp.'s Cold-Eeze into national prominence last year.

The attention came in the form of a study in which 43% of respondents reported a reduction in common cold symptoms after taking the zinc product.

Chuck Phillips, VP-chief operating officer, said Quigley challenged "one of the great American myths-that we can do a lot, but why can't we do anything for the cold?"

Quigley started marketing Cold-Eeze with a modest spot radio budget in early 1996, but switched gears last July when the Cleveland Clinic published a larger study confirming previous work elsewhere.

"We had to just sit back and ride the wave" of publicity, Mr. Phillips said.

But even a small retailer co-op ad program via Frees Media, Springfield, N.J., became a problem when stores ran short of the product and Quigley couldn't keep up with the sudden demand.

"I had retailers calling to say, 'I've had 10,000 people in the store asking for this, and if you tag me [in the ad] one more time, I'll sue you,'" said Mr. Phillips.

As the cold season winds down, Quigley is catching up with orders and arranging

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