Marketing pain relief to all ages
Aging baby boomers have been a prime market for OTC analgesics, but the oldest members of society don’t have a monopoly on aches and pains. A new marketing campaign for Prestige Brands’ Anacin seeks to address this fact by aiming squarely at the millennial generation.
“We think there is an opportunity for Anacin to participate and get involved with the millennial consumer,” said Joseph Juliano, VP of marketing for analgesics, eye care and marketing services at Prestige Brands. “For consumers who don’t necessarily have a brand that they relate to in the analgesic space, we have repositioned Anacin to fill that void.”
The new “Feel Better Fast” campaign includes print advertising and a heavy dose of social and digital marketing, including the use of frown and smile emojis to represent the before-and-after effects of using the aspirin product. In fact, the company added emojis to Anacin’s packaging to tie in with the millennial-focused marketing theme.
Also new from Prestige Brands, and appealing to consumers across generations, is BC Sinus Congestion and Pain, an extension to the regionally popular BC line of OTC analgesic powders. BC Sinus Congestion and Pain touts a “triple-action formula” that includes acetaminophen for pain relief and fever reduction, along with a decongestant and an antihistamine to relieve sneezing and itchy eyes, nose and throat. The product is positioned as relief for cold and flu symptoms with the “speed of powder.” “We saw that particular space as an area that we needed to compete in,” Juliano said. “We are in the process of shipping that to customers as we speak, so we are excited about that.”
Prestige Brands also recently extended its Ecotrin aspirin line with Ecotrin Arthritis.
Internal analgesics — which includes feminine pain relievers, liquids and tablets — eked out a 0.6% gain in sales to a total of $3.9 billion for the 52-week period ended June 11, according to IRI.
External analgesic rubs, by contrast, saw sales rise in double digits (17.5%) to $673.8 million.
Interest in topical analgesics will continue to be driven by consumers’ interest in leading healthier lifestyles, according to a recent blog post on the topic from research firm Euromonitor International.
Lidocaine patches, available as topical OTC analgesics since 2015, have captured the interest of consumers, observers noted. Among the relatively new introductions in this subcategory have been Zim’s Max-Freeze Patches with lidocaine and menthol from Perfecta Products. Unique packaging minimizes the retail shelf space occupied by Zim’s Max-Freeze Patches, according to the company.
Also, Bristol, Tenn.-based NFI Consumer Products, the parent of the Blue-Emu brand, last year partnered with Prosolus to introduce Lidocare, an OTC pain patch that delivers 4% lidocaine locally, providing up to eight hours of pain relief. “After the triple-digit growth Blue-Emu has experienced, we are truly excited about continuing to provide pain relief to all of our NFI consumers through this launch,” said Susan Gregory, CEO of NFI Consumer Products, when announcing the new Lidocare product last year.
The product rolled out nationally to Walgreens and CVS last spring, and to other retailers later in the year.
Hormel Foods names new CytoSport CEO
AUSTIN, Minn. — Hormel Foods on Friday named Lisa Selk CEO CytoSport. Selk will steer the CytoSport enterprise as it continues to focus on new product innovation and expanded distribution of its sports nutrition products. Selk brings more than 20 years of experience building consumer packaged food brands including Skippy peanut butter, among others.
“Lisa is a true CPG branding and marketing expert,” stated Don Kremin, Hormel Foods group VP Specialty Foods. “Lisa has successfully led innovation and brand growth, and is passionate about delivering exceptional products to the marketplace. I am confident that she will bring a consumer-centric focus to the CytoSport line of products and will continue to lead the outstanding innovation that has become a hallmark of the company over the last several years.”
Selk assumes the leadership post of CytoSport after serving as marketing director for a portfolio of brands at Hormel Foods including Skippy peanut butter, Herb-Ox bouillon, House OF Tsang Asian foods and divisional innovation. She also sits on the Justin’s board of managers.
Selk joined Hormel Foods in 1998 as food scientist in the research and development department. She held management and leadership roles in the specialty products division and the meat products division, serving as both the divisional innovation manager as well as manager for the Hormel refrigerated entrées and Hormel Always Tender businesses. Selk went on to be a key leader in corporate innovation where she led numerous companywide innovation projects, including new product launches.
Selk is a graduate of North Dakota State University where she received a bachelor’s degree in food science and a master’s degree in cereal science. Selk also graduated from the University of St. Thomas where she secured her master’s in business administration, and most recently attended the Kellogg School of Management’s Executive Development Program.
A&D Medical launches new line of UltraConnect blood pressure monitors
SAN DIEGO — A&D Medical is featuring its new line of UltraConnect blood pressure monitors at the NACDS Total Store Expo this weekend here.
“We know today’s retail pharmacists are trying to address the needs of a wide range of customers – from the extremely health conscious to patients struggling to manage a chronic condition,” stated Terry Duesterhoeft, president and CEO of A&D Medical. “So before we designed this new line, we collected extensive consumer feedback. The result is what customers told us they want: an easy-to-use product that consistently delivers accurate measurements, paired with the ability to allow streamlined sharing of data with healthcare providers.”
The new A&D Medical UltraConnect blood pressure monitors represent the premium end of the company's retail offering, and offer a smart connect feature that automatically detects and connects the monitor to the company’s A&D Connect app for ease of use. Offline, the monitor allows for the subsequent transfer of up to 100 readings to the A&D Connect app at a later.
“The new product line leverages our more than four decades of experience in designing and delivering connected products to both the consumer and healthcare spaces – which is precisely where pharmacies sit in the spectrum of healthcare delivery,” Duesterhoeft said. “We look forward to sharing the ways we can help retail pharmacists as they care for their customers now and in the future.”