Alongside this, KISS designed and built two sites – for Alflorex and Precision Biotics – ready for launch, and later developed an e-commerce platform for Alflorex, enabling global sales of the brand.
Due to the success of this project, KISS was then asked to implement a PR media relations campaign to support the launch of Alflorex in the UK market, positioning it as the only product in Europe that contained the unique PrecisionBiotic® 35624™ culture, which targets specific areas in the gut. Again, KISS had to adhere to EFSA guidelines while developing the campaign.
As a solution, KISS focused its attention on key national and consumer lifestyle titles, using themes such as the importance of good gut health and top tips to bust the bloat to generate interest. In addition, KISS undertook a blogger outreach programme aimed at bloggers suffering from gastro complaints.
Coverage was achieved in national, lifestyle and trade media, securing a combined circulation of over 31,000,000. Alflorex appeared in the Daily Express Online, Candis, Take a Break, and Woman’s Own as well as multiple blogging sites including ‘A Bloke Called Dave’, which receives 3,000,000 unique users each month.