Persona is a natural, simple and reliable method of contraception and is positioned as the “first method of contraception that works with your body”.

After 15 years of development and research, the UK launch in September 1996 formed the first stage of an international roll out.

The launch strategy relied on consumer pull using the endorsement of the medical profession which was briefed about the product in 1994.

Persona was marketed exclusively via Boots for one year, which helped to maximise co-operation in stock availability, dis-plays and promotional support.>

Fact box

In its first month Persona became Boots’ biggest selling line. Consumer awareness climbed to 54 per cent; awareness among GPs went to 90 per cent. Persona aims to become a major break-through in healthcare mar-keting, not just the “biggest thing to happen in contra-ception since the Sixties”.

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