RE: Am happy to be in again4 Apr 2024 08:00
The challenge, which Coopers and Haleon well know, is how to establish the brand. It’s a marketing issue. At the moment it is clear that when the marketing stops, the sales fall back dramatically. Amazon uk goes from 5-7k + per month to 1 at the moment. So Coopers are not making any money. The award winning campaign was in the £1m plus category for 1 campaign. Do the maths.
What they expect is that half the new people that try it each campaign will become repeat customers. That is not happening or Amazon would drop back to 2-3k per month at least when ads are off.
By the way, the big investors will have media/ad spend trackers (or at least access to them) so they will have a good view on what Coopers have ploughed in so far. We don’t see that.
This will take a lot of media investment from our two main OTC customers.