An oldie but a Goody’s
MEMPHIS, Tenn. — Earlier this year, Prestige Brands closed the deal on its acquisition of the analgesic Goody’s Powder. And while Goody’s may be characterized as a legacy brand, it is in no way a tired brand — for the 52 weeks ended April 15, sales of Goody’s Powder were up 1.2% to $15.8 million. That’s only the starting line for what will be a new brand race across the analgesics aisle.
One of the original niche brands with a continued resonance in the Southeast, Prestige gets behind the wheel of a brand with a vibrant Facebook presence. And it doesn’t hurt that NASCAR Hall of Famer Richard Petty has helped drive the brand as spokesman over the past year.
OcuFresh eyes ‘Mommy’ blogs
Optics Laboratory recently kicked off a new consumer campaign in support of its OcuFresh Eye Wash product. The product, which helps flush eye irritants like pollen, dust and smoke without perservatives, will be featured across the “Mommy Blog” circuit.
“We’re up to about 20 bloggers,” said Don Cormell, sales representative for Optics Laboratory — one of whom has more than 200,000 followers. “The campaign begins in July,” Cormell said. Mommy bloggers are a key niche, Cormell added, because of the need for an eye wash among children. A lot of times, children will wake up with an eye discharge that has sealed their eyes shut. There are a number of possible causes, including allergies or a build up of bacteria.
OcuFresh also is making its first foray into the social media space with a Facebook page and is circulating a 15-second spot featured on YouTube.
Sleep aid seasonality
For those marketers staying awake at night thinking about new ways to drive category growth, Biotab Nutraceuticals may have happened upon a new opportunity — seasonality in sleep aids.
“Twice each year, [daylight savings time changes] have an impact on a person’s internal clock,” said Biotab chief marketing officer Robert Wilhovsky, who markets Alteril. So in the week following a clock change, sales of sleep aids spike, he said.
For the 12 weeks ended April 15, which include approximately 30 days of sales after this year’s “spring forward” clock change, sales across food, drug and mass (excluding Walmart) were up 8.3% to $17 million, according to SymphonyIRI Group.