So - we've tried to be strict on limiting our messages, and we've developed these based on iterative testing - with users on the site, but also on the street with strangers (shoving the pack under their noses and asking what they think it is!).

So it's always been a candidate, but other messages seemed more important, largely because it seems that most people think poor sleep -> sleeping pills, and do not think -> CBT / therapy. As in, it's the immediate frame of reference. That's been confirmed in training/talking to Boots staff, but they have found that reference point useful in making the value case to customers.