Jocko Willink to keynote ECRM VMS event
ECRM’s upcoming Vitamin, Weight Management and Sports Nutrition EPPS, set to kick off Sept. 30, will feature a keynote from retired Navy SEAL and best-selling author Jocko Willink. Willink, who also has a line of supplements, will give a talk titled “Combat Leadership: Build High Performance, Winning Teams.”
The focus of his ECRM keynote will be how retailers and suppliers can lead in dynamic situations, and will take place on Sept. 30, the first day of the event, which goes until Oct. 4 in Phoenix.
Willink’s talk will be based on his experience leading SEAL Team Three’s Unit Bruiser, which became the most highly decorated special operations unit of the Iraq war. A Silver Star and Bronze Star recipient, when Willink retired from the the Navy, he co-founded Echelon Front, a leadership consulting company. Willink’s leadership principles are the subject of his New York Times best-selling book, “Extreme Ownership: How U.S. Navy SEALs Lead and Win.” His latest book, “The Dichotomy of Leadership,” is co-authored with Leif Babin and is set to be released later this month.
Willink’s line of supplements for athletes will be showcased at the ECRM event. Products include Jocko Molk protein powder, Jocko discipline Force Multiplier pre-workout, Jocko Joint Warfare for anti-inflammation and Iced Jocko White Tea.
Eosera intros Ear Pain MD for adults, children
Ear care company Eosera is bringing two new products to market. The company recently announced the launch of Ear Pain MD and Ear Pain MD for Kids, both meant to topically relieve ear pain, a symptom commonly associated with ear infections.
“Ear Pain MD is different than other over-the-counter pain relievers because it is applied topically as opposed to orally. This allows the product to work faster and get to the actual site of the pain immediately,” said Eosera chief scientific officer and co-founder Joe Griffin. “It is always recommended to talk with your doctor first before using any product in the ear.”
Eosera noted that Ear Pain MD works by desensitizing aggravated nerves, providing numbing relief, but is not intended to address infection. It uses the maximum-strength relief without a prescription, the company said, noting that roughly 3 million patients seek ear infection treatment per year, and 83% of children experience the condition before their third birthday.
“The current standard of care for an ear infection diagnosis includes doctors typically prescribing antibiotics to treat the infection, and recommending oral pain relievers such as acetaminophen and ibuprofen, which can take up to an hour to work,” Eosera CEO and co-founder Elyse Dickerson said. “Our goal with the launch of Ear Pain MD is to provide more rapid pain relief that may be associated with ear infections and other ear-related issues.”
Ear Pain MD and the children’s variety join the company’s other product, Earwax MD. It’s currently sold at CVS Pharmacy and select Target stores, as well as on Amazon.com.
Tiny baby, big business
Babies are adorable. But, as parents well know, all that cute comes with a lot of work — and a lot of diapers. And let us not forget baby powder, special baby shampoos and lotions, and lots more.
In other words, “goo goo gah gah” can be very good for business. Annual U.S. revenue for baby diapers is projected by Statista to hit 6.2 billion in 2018 — and CPG companies will fiercely compete for a coveted place between the bassinet and the Diaper Genie.
Over the course of the past month, the battle got even more heated, as one of the biggest brands in baby care fought hard for mindshare among today’s hectic moms and dads. Alphonso research showed that this August, Johnson & Johnson revved up a “0-to-60” increase in its television advertising spend to launch its “Choose Gentle” rebranding campaign. Up until recently, the brand spent just under $100,000 per week on TV space throughout the year. All that changed last year when the brand laid out more than $6 million across networks including ABC, CBS, NBC and many cable networks, Spanish-language and English-speaking to boot (or should I say bootie?).
The TV ad’s creative spotlights real-life images of parent and baby love. The commercials feature no actors, only real families interacting with each other — and every once in a while, with the product. It’s an attempt to turn around the fortunes of an historic brand, as Ad Age explains, that needed a modern-day refresher to live up to many parents’ expectations that the products they use on baby be free of certain chemicals and dyes.
Whether it worked, remains to be seen — after all, it’s not as if other baby brands aren’t spending even more.
In August, to support Pampers and Luvs, Procter & Gamble spent more than $14 million on television advertising space. Meanwhile, Kimberly-Clark spent nearly $8 million advertising Huggies on TV. The diaper brands don’t sell shampoo, but when it comes to busy parents’ mindshare, there’s only so much space up for grabs.
Johnson & Johnson wants to be the baby care brand of choice for choosey moms and dads. With its attention-getting, authentic creative and million-dollar media buy, it has a fighting chance. While its products may be gentle, Johnson & Johnson as a brand marketer is strategic, thoughtful and on network primetime. It isn’t a gentle giant.
TS Kelly is senior vice president of research for Alphonso, a TV data company that provides real-time TV campaign analytics, one-to-one TV ad retargeting, and closed-loop attribution for brands and agencies. In his role at Alphonso, Kelly deep dives into television data and insights, giving clients guidance on how to optimize their TV spend.