Cough syrup brand Zarbee’s is coming to Canada, timed to coincide with a busy back-to-school season.
The brand, which offers products for babies, toddlers and young children, was founded in 2008 by father and pediatrician Dr. Zak Zarbock. It was purchased in 2018 by Johnson & Johnson, which recently spun off its consumer business into Kenvue, a new company that includes Zarbee’s in its holdings.
Zarbee’s is looking to connect with young parents through a range of products that can help relieve cough and support immune systems. It is made from ingredients like B vitamins, zinc and naturally-sourced honey, English ivy leaf and elderberry.
Sarah Dibblee is brand lead for Zarbee’s Canada. She previously worked on J&J OTC products like Tylenol and Benylin, but has spent the last year shaping the vision for Zarbee’s Canadian launch.
Dibblee says it will arrive in the fall with a full 360-degree campaign created with agency partner Juniper Park\TBWA, along with a robust, national retail program with lower funnel search tactics.
“We know that there is a good amount of transfer and brand awareness of Zarbee’s among Canadian parents from the U.S., but we also want to make sure Canadians are aware of Zarbee’s as cough and cold season approaches,” Dibblee says.
According to Dibblee, Zarbee’s is activating with a strong review and sampling program, partnering with all key mass merchandise, grocery and drug retailers to ensure shopper marketing plans are tailored to each. The POS program includes in-store displays, honeycomb-adorned floor stands, coupons and out-of-aisle activations.
Zarbee’s retail messaging is based around “effective ingredients backed by science.” Packaging is rooted in being suitable for kids, with plenty of honey and bee imagery. The package even contains a honeycomb dosing cup, though there is also a syringe for convenience.
Top-of-line messaging is based around a cough getting in the way of a child’s exploration and imagination, alongside plenty more bee references.
“You’ll see a 3D Zarbee’s bee trail as kids go through their day-to-day activities,” Dibblee says, adding that the brand is taking a digital-first approach with social media and lower funnel retail media placements, like search, as well as bolstering its ecommerce presence.
Zarbee’s differentiator from the likes of Vicks and Helixia is that its products are created without alcohols, dyes or artificial sweeteners, addressing the growing better-for-you preferences of young families, Dibblee explains.
Zarbee’s is also collaborating with Bee City Canada, a program of Pollinator Partnership Canada, to support pollinator conservation efforts with education programs in communities and school.
OneVue, part of UM Canada, is supporting the media buy. Hill+Knowlton is providing PR support. In-store materials are being handled by Bridgemark.