Dr. Sabrina Segal

It was supposed to fight germs and viruses and stop a cold.

Americans have shelled out hundreds of millions since 1999 to keep the cold & flu at bay with an herbal medicine known as Airborne.

But the clinical trial backing the product’s efficacy was apparently a sham – or so say consumer advocates. Airborne is similar in composition to a vitamin supplement, but not the cure for the common cold. One alleged false advertising claim resulted in a class action lawsuit and ended in a $23 million dollar settlement. But even while consumers claim refunds, the product is still on the shelves in drugstores and supermarkets nationwide.

How can this be? Marketing consultant, Rob Frankel says “the stuff that generally kills a brand is endangerment, not ineffectiveness” and what may fly in the face of convention may be embraced “by all those people who dump on Western medicine.”

Airborne has repositioned itself as a supplement that “boosts the immune system with seven herbal extracts, and a proprietary blend of vitamins, electrolytes, amino acids, and antioxidants.” The revamped message is on target with today’s hot health trends, relying on buzz words common to the dietary supplement industry.

But all may not be well in the land of Airborne. Its foes still think that it’s being falsely advertised and inaccurately stoked in the cold remedy section of stores. Another lawsuit is pending and the litigation is “about stopping the company from bogus marketing of the product.”

“As a brand, Airborne has a lot of trust with consumers. Strong brands tend to survive and consumers are willing to forgive.”

Have you tried Airborne? Has it work for you? Would you consider trying it, knowing now what you do about the Airborne controversy?

Photograph Credit:
Sabrina Segal