HEALTH

Ad Age: Kimberly Clark is bringing sex appeal to incontinence

BY Michael Johnsen

 

 

 
NEW YORK — The adult incontinence giant Kimberly Clark is shaking up what it means to have bladder leakage with its latest extension of its "Underwearness" campaign that focuses specifically on younger women, according to a report published Wednesday by Ad Age
 
Kimberly-Clark's marketing support fot its Depend products has been skewing younger for some time. Last year, Kimberly Clark launched its "Underwearness" campaign to raise awareness around bladder leakage, suffered by more than 65 million Americans, half of whom are under the age of 50.
 
"It's a recognition that many women with bladder leakage worry that people can tell," Liz Metz, brand director of Depend, told Ad Age. The ads, Metz said, are "recognition that one in three women deal with this issue, and they come in all shapes and sizes."
 
The report noted that the re-entry of Procter & Gamble into the adult incontinence space last year may be upping the ante for consumer attention. 
 

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Kline: Nasacort Allergy 24HR helped lift allergy sales by 10%

BY Michael Johnsen

PARSIPPANY, N.J. – The significant success of Nasacort Allergy 24 Hour in the past year can be attributed to a combination of product efficacy and retail execution, Laura Mahecha, Kline Healthcare Industry Manger, noted in a recent Kline blog
 
"Despite an already crowded OTC allergy market with stalwarts like oral medications Claritin (Bayer Group), Zyrtec (Johnson & Johnson), and Allegra (Sanofi) and strong penetration by private‑label versions of these major brands, Nasacort Allergy 24 Hour managed to deliver strong sales in its first year on the market," she wrote. "Although Nasacort’s form of being an inhaled medication would have been expected to be a disadvantage for the brand, since most consumers prefer to take oral medications, its increased efficacy compared to traditional antihistamines has proven to be more important," she noted. "Success of the product in year one is also a result of Chattem’s (division of Sanofi) well executed product launch with nationwide multimedia advertising, strong in‑store marketing and displays, and innovative interactive screens on retail shelves helping consumers understand how Nasacort works differently than existing OTC allergy brands.”
 
From February through December 2014, Nasacort generated about $100 million in sales at the manufacturer's level, she noted. Kline pegs the overall allergy market up 10% to over $1.8 billion in sales at the manufacturers’ level.
 
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Nordic Naturals expands Omega Boost Junior line

BY Michael Johnsen

WATSONVILLE, Calif. – Nordic Naturals recently introduced its Omega Boost Junior in a paradise punch flavor in support of brain and eye health and healthy immune and nervous system function in children two years and older. A half-teaspoon serving offers 285 mg of omega-3s.
 
Like all Nordic Naturals omega-3 products, Omega Boost Junior surpasses the strictest international standards for purity, freshness, and quality. Its creamy emulsion formulation, paired with the triglyceride molecular form that Nordic Naturals insists on for its products, means fast absorption of essential omega-3s. Omega Boost Junior is kid-friendly with no gluten, corn, dairy, yeast, GMOs, or artificial colors or flavors.
 
“We have always been committed to making products that taste great so that people want to take them," stated Joar Opheim, Nordic Naturals CEO. "This is particularly important with products for children. Omega Boost Junior is not only delicious, it has a creamy consistency that kids like. It also offers meaningful levels of omega-3s, which parents will appreciate.”
 
Omega Boost Junior is the newest member of the Omega Boost family of products. Omega Boost is also available in creamy lemon and tropical mango flavors. Formulated with families in mind, the Omega Boost line offers a product for everyone.
 
Based in Watsonville, CA, Nordic Naturals is committed to delivering the world’s safest, most effective omega oils to help further its mission of correcting the global omega-3 deficiency. Distributing to more than 35 countries, Nordic Naturals offers over 200 products in a variety of flavors and formulations for adults, kids, athletes, and pets. As the number one fish oil in the United States, Nordic Naturals has revolutionized omega-3s, pioneering a new definition of fish oil quality as it relates to purity, freshness, taste, and dosage. Further information is available at www.nordicnaturals.com.
 
 
 
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