How we helped turn Pyrocalm Control into the UK’s fastest-growing heartburn medication in its category.

‘There’s so much more to come from this challenger brand.’ Those prophetic words come from our original case study about Pyrocalm Control, which at the time, was a new to market, over the counter (OTC) heartburn and acid reflux treatment.  

Fast forward three years and Pyrocalm is the UK’s fastest-growing heartburn and acid reflux PPI medication^12† with sales outpacing heritage competitors in what is the latest exciting chapter in this ‘David and Goliath’ tale.

And launched in autumn 2024, a new peppermint flavour Pyrocalm has joined the fray as the brand intensifies its push for market share and share of voice (SOV) in the fiercely competitive and crowded pharmaceutical retail market.

Becoming the UK’s fastest growing heartburn medication calls for sector knowledge, experience and a strategic approach to increase consumer and brand awareness, but before we bring the story up to date, here’s a brief recap of the Pyrocalm-Cornerstone story.

Introducing Pyrocalm’s first TV ad

Back in 2022, we spoke of national out of home campaigns and targeted pay per click (PPC) ads on Spotify and YouTube, and we featured the brand’s first radio ad on Heart Radio and Smooth FM – both part of Global, the commercial radio empire and one of the leading outdoor media companies in Europe.

Since then, our marketing strategy has included more national radio campaigns with Global stations such as Heart, targeted DAX ads, and a full-scale national below the line and out of home campaign for the new peppermint flavour product – and Pyrocalm’s first ever TV ad, which you can see a screenshot of below.

Launching on Channel 4 and Sky’s on-demand services,  we strategically targeted specific geographic and demographic audiences during key seasonal activiations, such as the festive period when heartburn and acid reflux can be common symptoms of overindulgence.

Campaigns have also spanned digital platforms, national press, consumer magazines and video on demand (VoD) ads, all targeting key demopgraphics. 

Product distribution has rapidly expanded too, ensuring broader availability. 

Initially available in community pharmacy and online pharmacy outlets, Pyrocalm Control first caught the eye of the major high street retailer Superdrug, which launched the brand into its stores and online in 2021. 

Subsequently, some of the UK’s largest multiple retailers, including Tesco, Asda, Morrisons, Boots, Home Bargains and B&M, followed suit. Sainsbury’s and even more community pharmacies have now added both Pyrocalm products to their shelves.

Brand amplification and distribution go hand in glove, so while our strategies and campaigns have increased Pyrocalm’s share of voice, Dexcel’s expansion of product availability has meant consumers have been able to easily find and buy the products etched into their awareness by what they see and read.

Strong branding and a new trust signal

The common denominator throughout this activity is what’s become Pyrocalm’s distinctive branding, that comes courtesy of our talented design team. Whether it’s the original tablet or the new peppermint flavour, we always ensure we keep the packaging front and centre, dialling up brand recognition and awareness at every touch point.

The fact that Pyrocalm is now the UK’s fastest-growing heartburn and acid reflux medication in its category is a welcome addition to our armoury that keeps the pharma Goliaths at bay – and creates a new trust signal for consumers.

Targeted and consistent branding and messaging have helped to firmly establish Pyrocalm Control in the OTC heartburn treatment market, building on the initial amplification it needed among consumers and the trade.