W.F. Young takes the reins with latest analgesics ads
W.F. Young recently updated its packaging graphics across its Absorbine Jr. external analgesic line that not only will serve to contemporize the brand, but also will play off the company’s heritage of developing pain-relief products for horses and the potency of the product (i.e., “strong enough for a horse”).
The graphics will be supported by a new $3 million national TV advertising campaign with the tagline “Strong enough for a horse, strong enough for me” that helps connect the company’s horse heritage with its present lineup of pain relievers. Those commercials are expected to air on networks, including CNN, Fox News, AMC, SoapNet and Oxygen.
Today’s new carton and label graphics picture a galloping thoroughbred next to a fit, healthy runner. The product with the new packaging first started shipping in June.
Absorbine Veterinary Liniment first was introduced in 1892 by Wilbur F. and Mary Ida Young as a liniment to relieve the muscle pain of horses. It was that initial launch into equine pain relief that in 1903 inspired the introduction of Absorbine Jr., an external analgesic rub formulated to help relieve the muscle aches and pains of people.
In addition, W.F. Young has slated two new Absorbine Jr. external pain-relief product introductions to its lineup early next year: Absorbine Jr. On-the-Go wipes and Absorbine Therapeutic gel. The new Therapeutic gel contains the brand’s strongest Absorbine formula with 10% menthol—a factor that’s expected to appeal to more active consumers under the age of 35 years, company officials noted. And Absorbine Jr. On-the-Go wipes represent a new delivery system in the category—it’s the only external menthol pain reliever available in a towelette format—that should appeal to a younger, more active demographic, according to the company.
External analgesic rub sales
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CVS’ future rests on front-end, private-label evolution
NEW YORK CVS Caremark has no doubt been a trailblazer in the healthcare arena, positioning itself along the front lines to leverage its various points of care to improve outcomes and lower healthcare costs. But with all that CVS Caremark has done and will continue to do in the healthcare space — and it is no doubt a lot — it still has more than 7,000 retail locations, and the front of the store continues to be a critical part of its business and a major growth driver for the company.
(THE NEWS: At his last analyst day, Ryan sets out course for future CVS Caremark. For the full story, click here)
The front end is an $18 billion business for CVS and to be sure the company continues to look for ways to drive even more productivity out of its stores. It comes as no surprise that one area it will target for additional growth is private label. Private-label penetration currently stands at 17%, and over the next two to three years, company executives expect that number to grow to more than 20%.
"Private-label brands continue to grow and evolve. In this economy, consumers have shown that they are much more willing to try private-label products," Mike Bloom, EVP merchandising and supply chain, told analysts during Friday’s 2010 analyst meeting in New York. He noted that by the end of 2010, CVS/pharmacy will have nearly 5,100 private-label items storewide, which is an increase of 900 items versus last year. Each year, the company adds about 900 new private-label items and leverages ExtraCare to encourage trials among cardholders.
What is news, particularly to suppliers, is that a key component of CVS’ private-label program is an entirely new line that the company plans to introduce in February 2011, called Just The Basics — named to clearly communicate its functional, value-priced, smart, simplicity positioning. What is significant is that the new line is not a national-brand-equivalent type execution, but rather, more of a basic entry-point, low-price alternative.
"Now, while many retailers are stuck in the brand-follower mode of the 1980s, we have evolved to a leadership role," Bloom said.
The company also is increasingly turning to "treasure hunt" items and is using its circulars to drive front-end sales. For example, it recently promoted a WiFi-capable Netbook for $99.99 on the front page of its circular. While a Netbook isn’t your traditional drug store product offering, it has proven to be a hit among shoppers. CVS sold $3 million worth of Netbooks in three weeks, and it will be a $15 million item at CVS, the company said.
Then there’s beauty. As the article states, CVS is piloting a mini format of its Healthy Skincare Centers (in 120 stores) and will launch in January an ExtraCare Beauty Club.
Clearly the front end continues to be a significant growth driver for CVS and that will continue to be the case for a long time to come.
Natural rodent repellant Fresh Cab available at retail
BISMARCK, N.D. An all-natural rodent repellant continues to gain a stronger retail presence with more than 3 million pouches sold, which come in convenient four-pack boxes.
Earth-Kind’s Fresh Cab, created by gardener and environmentalist Warberg Block, uses ground corn cobs soaked in essential botanical oils and packaged in small biodegradable pouches.
Fresh Cab is sold at 15,000 home, garden, hardware and farm and ranch stores throughout the nation.