Nytex: SB’s Sominex aims to challenge its position as market leader

SB to put £2m behind Sominex relaunch

SmithKline Beecham has re-packaged and re-designed its over-the-counter sleeping drug Sominex in the run-up to a £2m re-launch this summer to challenge market leader Nytol (MW December 2).

The first national advertising to consumers will take place in June in a £1.5m TV campaign through Ogilvy & Mather. Sominex went otc in 1993, the same time as rival, Nytol.

A SB spokeswoman says it aims to become market leader in the sector.

Nytol, distributed in the UK through Strafford Miller, has told pharmacists it would spend £4.5m on above and below the line advertising this year to protect its market position. Last year, Nytol spent £1.3m (Register-MEAL) through PTK Healthcare.

The sleeping drug market grew from £3.3m in 1993 to £11m (source: IMS) in 1994. It is expected to grow to £14m by 1995, according to SB.

Sominex and Nytol are only available in pharmacies.