Q&A: Shot of energy
Drug Store News recently sat down with Tom Hadfield, CEO of AeroDesigns, to discuss the company’s new delivery system for energy — the AeroShot Energy— and the brand’s inherent point of differentiation.
Drug Store News: What is AeroShot?
Tom Hadfield: AeroShot Energy is a revolutionary new way to get your energy. It’s an air-based boost of energy, an aerosol delivery of 100 mg of caffeine, about the same as a large cup of coffee, plus a mix of B vitamins. … The core advantage for us is it’s a very quick and highly convenient way to get your energy. It’s a patented system that’s quick to use, but it’s also quick to take effect, so it’s energy right when you need it.
DSN: What is the marketing strategy for year one?
Hadfield: Following strong sales in the Northeast, … AeroShot Energy now will be launching with major national drug store and c-store chains in the fourth quarter. We’ve already captured the attention of major national media [personalities], including Conan O’Brien, Jay Leno and Ellen DeGeneres. … We’re also making a significant investment in a national marketing campaign that includes print advertising, integrated radio promotions [and] sampling teams at college campuses.
Stars heat up external analgesics
Showing up on CVS shelves is Mission’s Maximum Strength Muscle Rub touting its “athlete-engineered, arnica enriched” formulation. The new external analgesic rub joins a category that is trending up 3% to $70.4 million in sales across food, drug and mass (excluding Walmart) for the 52 weeks ended July 8, according to SymphonyIRI Group data.
But with the recent Olympic games in London, Mission’s point of differentiation will help it stand out from the crowd — namely its sports celebrity endorsers, including NBA all-star Steve Nash and tennis legend Serena Williams.
The article above is part of the DSN Category Review Series. For the complete Analgesics Sell-Through Report, including extensive charts, data and more analysis, click here.
Generics contend in PPIs
Procter & Gamble’s Prilosec OTC still is the best-selling antacid on the market, with more than $252.7 million in annual sales for the 52 weeks ended July 8 across food, drug and mass (excluding Walmart), followed by fellow proton-pump inhibitor Novartis’ Prevacid 24HR ($104.1 million).
Both of those antacid heavy hitters are losing dollar share to their generic- equivalent competitors, however, leaving GlaxoSmithKline’s venerable Tums brand as the largest growth brand within antacids ($91.3 million in sales, up 2.5%).
GSK’s latest crack at Tums reinvigoration is its Tums Freshers line extension, which couples Tums’ heartburn relief with fresh breath and was voted the most innovative OTC product launch in the past year in DSN’s Innov-ies awards.
GSK may have another PPI switch to contend with in the near future. There is speculation that AstraZeneca may send its prescription-only Nexium brand down the same Rx-to-OTC pathway as its Prilosec OTC. Perrigo president and CEO Joseph Papa speculated a Nexium switch was likely, though not definite, during a recent conference call. “I look at the success they’ve had with the Prilosec product [and] I look at how much direct-to-consumer promotion they put behind the brand — they are clearly establishing Nexium as a very important brand for consumers. So I think, for those two reasons, I do expect to see Nexium go over-the-counter.”
The article above is part of the DSN Category Review Series. For the complete Digestives Buy-In Report, including extensive charts, data and more analysis, click here.