HEALTH

GSK teams up with NASCAR to kick off online ad campaign

BY Michael Johnsen

PARSIPPANY, N.J. GlaxoSmithKline last week announced a new online advertising campaign that will pit fans of NASCAR against country music enthusiasts, and in so doing raise awareness around two GSK analgesic brands — BC powder (active ingredients include aspirin, caffeine and salicylamide) and Goody’s headache powders (acetaminophen, aspirin and caffeine), both popular powder analgesics across the South.

BC powder, represented by country music star Trace Adkins, and Goody’s headache powders, featuring spokesman Richard Petty, a NASCAR hall-of-famer, will be going head-to-head in an online popularity contest with their respective spokesmen stoking interest among their fans. The BC and Goody’s “Pick A Powder” campaign plays off the fierce and generational loyalty users have to either Goody’s or BC. Both Adkins and Petty will try to get their fans around the country to pick their team to support: Team Richard for Goody’s and Team Trace for BC on Pickapowder.com.

The campaign also features a charity component with a donation being made to the Wounded Warrior Project on behalf of Adkins and BC, and Victory Junction Camp for seriously ill children on behalf of Petty and Goody’s.

Through a series of spoofs, jabs, challenges and contests, Adkins and Petty will each argue the case for their respective analgesic powders on the Web site. Beginning June 30, fans have been able to go to Pickapowder.com and choose Team Richard or Team Trace. After fans register with a team they can vote daily. Fans and supporters will be able to participate in various contests and win prizes, including an all expense paid VIP trip for four to The Goody’s 500 at Martinsville Speedway (race tickets, air and hotel) for the Team Richard winner, and an all-expense paid VIP trip for four to a Trace Adkins concert stop (concert tickets, air and hotel) in early 2011 (location TBD) for the Team Trace winner. Winners will be announced in early October.

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Joint Juice launches joint health assessment on website

BY Michael Johnsen

SAN FRANCISCO Joint Juice last week announced the launch of a comprehensive joint health assessment that consumers can take at JointJuice.com.

The assessment determines the condition of a the joints based on a series of 15 questions regarding Body Mass Index, diet, exercise, lifestyle and joint health history. The joint health assessment also features joint health tips from Joint Juice founder Kevin Stone and fitness tips from celebrity marathoner Dean Karnazes.

“An active lifestyle begins with healthy joints and there are several simple steps individuals can take to keep their joints young — such as weight loss, regular exercise or taking crucial vitamins and minerals, including glucosamine and chrondroitin,” Stone said. “The Joint Health Assessment provides an easy tool for individuals to evaluate their joint health and take proactive steps to improve it.”

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Homeolab USA launches new homeopathic analgesic for kids

BY Michael Johnsen

BUFFALO, N.Y. Homeolab USA last week launched Kids Relief pain and fever, a new homeopathic analgesic formulated to help reduce fever and relieve minor aches and pains associated with cold, flu, headache, sore throat and toothache.

The liquid formula is sugar- and dye-free and is available in a cherry flavor.

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