Stone cold pain relief
NEW BRUNSWICK, N.J. — Johnson & Johnson Consumer earlier this summer put the freeze on pain with the launch of its Bengay Zero Degrees line extension, an external analgesic rub that makes its home alongside the frozen peas in the freezer. According to the company, it’s the first and only topical pain reliever that can be stored in the freezer. Sales of the Bengay brand were up 6.4% to $8.9 million for the 12 weeks ended July 8 across food, drug and mass (excluding Walmart), according to SymphonyIRI Group data.
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.