ICAPS: Help for Age-Related Macular Degeneration
Brief
ICaps is an antioxidant vitamin formulation with lutein and zeaxanthin - carotenoids recognised as being beneficial for eye health. Inspite of medical papers and research confirming the link between antioxidants and lutein with the medical condition AMD, the MHRA have disallowed the claim being made in advertising or on-pack.
SolutionLink ICaps and key ingredients lutein and zeaxanthin with positive eye health through an intensive trade and consumer media relations campaign.
ResultsThe team persuaded Chris Steele to feature the product on ITV’s This Morning, as well as securing extensive coverage in the pharmacy and optical trade press, resulting in an 800% uplift in sales and over 1,000 people searching the website for more information.