HEALTH

Eli Consumer introduces new heartburn remedy TummyZen

BY Michael Johnsen

IRVINGTON, N.Y. – Eli Consumer on Sunday announced the launch of the new TummyZen Total Heartburn Relief product, available exclusively at most Target stores nationwide. TummyZen’s patented zinc formula is based on new research conducted by the Yale University School of Medicine.

“Many current heartburn sufferers are dissatisfied with their current products, and others are worried about recently-reported severe side effects,” stated Doug Mann, chief marketing officer of Eli Consumer Healthcare. “So, we believe the time is right to introduce a heartburn product that’s new, different and better.  Discovered by researchers at the Yale University School of Medicine, and the first and only heartburn product to use zinc, TummyZen provides occasional heartburn sufferers three key benefits: (1) fast acting relief, (2) relief that lasts for hours, and (3) its zinc formula supports the stomach lining.  No other heartburn product can do that, and that’s why we call it ‘Total Heartburn Relief’.”

“This breakthrough to the OTC heartburn category is welcomed and much needed,” commented John Geibel, professor gastrointestinal surgery at the Yale University School of Medicine. Geibel was head of the team that conducted the clinical testing to validate the efficacy of zinc to regulate gastric acid secretion, and then helped create the final formulation for TummyZen. “Unlike other heartburn relief products on the market, the zinc salt in TummyZen pauses acid production by rapidly regulating gastric acid secretion, and at the same time helps support the stomach lining from the dangers caused from excess acid and without the same concerns about potentially serious side effects.”

TummyZen works by combining the acid-inhibiting zinc salt with fast-acting calcium carbonate in a quick dissolving caplet. Taken with water, it starts working almost immediately to neutralize excess acid, keeps working for hours and helps support the stomach lining by regulating acidity. “The implications of Dr. Geibel’s and other research suggests that the use of TummyZen may be able to help thicken and strengthen the mucosal layer, by virtue of the cell regenerative nature of zinc,” explained Hasan Ansari, co-founder of Eli Consumer HealthCare.

TummyZen is available in a 30-count package with a retail price ranging between $6.99 and $8.99. A 50-count package for $9.99 to $14.99 will be available soon. TummyZen will roll out to additional retailers in the first half of 2017.

The launch will be supported with a major integrated marketing campaign that combines TV advertising, PR, social media and digital.

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Ansell titillates millennials with latest ‘Smart is sexy’ ad campaign

BY Michael Johnsen

ISELIN, N.J. — Ansell, a global leader in protection solutions and the makers of LifeStyles and SKYN Condoms, on Monday debuted its “Smart is Sexy” advertising campaign designed to challenge the way people define sexiness. Launching globally across digital, social and out-of-home platforms, the “Smart is Sexy” campaign will activate in the United States with other countries to follow.

“The inspiration for ‘Smart is Sexy’ came directly from our key demographic, the millennial consumer,” stated Jeyan Heper, president and general manager, Sexual Wellness Global Business Unit at Ansell. “In various focus groups, millennials explained to us that self-confidence and sexiness are directly linked, and young adults need to ‘smarten up’ by recognizing  that sexiness does not only come from superficial beauty, physical exposure or sexual performance, but from feeling self-confident and sexy about yourself as you are.”

Mainstream portrayals of sex and sexuality can be extremely clichéd, with marketing messages, film and television, art, literature and more often weighed down by outdated stereotypes. These messages have, over time, created discomfort surrounding open and honest discussions about sex, especially for millennial consumers.

LifeStyles “Smart is Sexy” advertisements challenge these clichés head-on via banner ads and videos that at first glance appear to support some outdated concepts surrounding sexiness, but upon a closer look reveal various signs of sexy that focus on intelligence, confidence, ambition and open-mindedness. The campaign questions typical role models and societal expectations and aims to boost the confidence of users by encouraging them to embrace and celebrate sexiness in all its forms.

Globally conceptualized by Hamburg, Germany-based +KNAUSS Agency and executed in the U.S. by the AMP Agency, “Smart is Sexy” will debut simultaneously in the United States, Brazil and Australia, with China and Europe kicking off the campaign in early 2017.  The videos were specifically designed to be skip-able YouTube pre-roll ads and work with the Silent Autoplay Function in the Facebook timeline. Viewers who are curious to find out what turns on the men and women featured in the videos will do one of two things: either continue to watch the pre-roll ad after the first five seconds or, in case of the Facebook ad, click on the sound button.

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VMS industry supports published AERs, but cautions to not take at face value

BY Michael Johnsen

WASHINGTON — The Council for Responsible Nutrition earlier this week embraced the Food and Drug Administration's decision to make public data from FDA’s Center for Food Safety and Applied Nutrition’s Adverse Event Reporting System, calling it a demonstration of the agency’s commitment to transparency.

“We’re encouraged by FDA’s move to make this information public as consumers expect and deserve transparency,” stated Duffy MacKay, SVP scientific & regulatory affairs, CRN. “When the Dietary Supplement and Nonprescription Drug Consumer Act was introduced, our industry was a strong proponent of its passing and emphasized the benefits it would provide consumers," he said. "This law gave the FDA a valuable tool to identify potential safety concerns through patterns and signals. It’s essential to understand, however, that an AER does not demonstrate a causal relationship.”

“The Natural Products Association shares the FDA’s commitment to promoting safety and transparency for the millions of Americans who use natural products,” added Dan Fabricant, executive director and CEO of the Natural Products Association. “While this data has the potential to be another tool in the many the government has at its disposal to hold bad actors accountable and to protect consumers, it is important to remember this type of data often tells only part of the story," he said.

“We will be monitoring closely how this information is interpreted and used and will speak out if the system is abused at the costof small businesses,” Fabricant added. “We have to be certain this is a tool for consumers, and not for the Plaintiff's bar to file frivolous and irresponsible lawsuits, given that the vast majority of these AERs are not causal.”

In its announcement, FDA noted that "adverse events about a particular product and the total number of adverse event reports for a product in the CAERS database only reflect the information reported and do not represent any conclusion by FDA about whether the product actually caused the adverse event(s)."

 “We advise the public to be cautious when reviewing these reports and to consider the fuller picture,” MacKay said. “If consumers are looking to make decisions about safe or unsafe products, they would do best to pay attention to FDA’s consumer advisories rather than looking at individual adverse event reports which, at the end of the day, may not be related to the supplement product.”
 

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