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Nestle Pure Life kicks off ‘Puro Orgullo de Mama’ campaign

BY Allison Cerra

STAMFORD, Conn. — Nestle Waters North America has announced the launch of "Puro Orgullo de Mama" ("Mom’s Pure Pride"), an extension of the Nestle Pure Life national brand initiative offering Latina moms fun, exciting and creative ways to incorporate water into their family’s daily life.

"Puro Orgullo de Mama" is an online promotion designed to motivate Latina moms to share their generational stories and personal experiences that promote a healthy lifestyle and everyday hydration. As part of the campaign, Nestle Pure Life also is offering consumers a $1 off coupon toward the purchase of Nestle Pure Life purified water, while supplies last, and the opportunity to enter a sweepstakes for a chance to win the grand prize trip for four to Miami to meet award-winning TV personality and motivator, Cristina Saralegui, in addition to free Nestle Pure Life water for a year.

"At Nestle Pure Life, we understand that Latina mothers are proactive and hungry for knowledge. They want to feel empowered when making decisions for their families," Nestle Pure Life brand manager Maude Ancone said. "This year’s campaign not only inspires and engages Latina moms, but also underscores our continued commitment to promoting a well-balanced, active and healthy lifestyle."

For more information, visit Nestle Pure Life’s Spanish-language Facebook page.

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Campbell’s expands V8 portfolio

BY Allison Cerra

CAMDEN, N.J. — Campbell’s has expanded its V8 100% vegetable juices with the addition of two new varieties.

V8 100% vegetable juice Hint of Lime adds just a touch of lime for a crisp and refreshing taste, while V8 100% vegetable juice Hint of Black Pepper includes a dash of black pepper for a delicately spicy flavor.

“Our fans have told us how passionate they are about the big, bright flavor of V8 100% vegetable juice,” V8 Beverages VP and general manager Mike Barkley said. “With new ‘Hint Of’ varieties, we’re giving people even more reasons to love their favorite juice by building on what makes V8 special with accents of black pepper and lime.”

New V8 100% vegetable juice Hint of Lime and Hint of Black Pepper are located in the juice aisle of stores nationwide for a suggested retail price of $2.99 for a 46-oz. bottle.

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Capturing specialty market is essential for growth

BY Alaric DeArment

WHAT IT MEANS AND WHY IT’S IMPORTANT — Specialty pharmacy is one of the fastest-growing segments of pharmacy today, but only a minority of specialty drugs that end up in patients’ hands are dispensed through retail pharmacy channels.

But with the growing importance of specialty due to the aging population and the commoditization of the market for primary care drugs, more retailers want in on the action, so it wouldn’t be in their interest to have PBMs conquer too big a share of the market.

(THE NEWS: U.S. District Court dismisses most elements of antitrust suit against ESI-Medco. For the full story, click here.)

And it makes sense for a reason other than their bottom lines: Studies repeatedly have shown that patients who engage in face-to-face interactions with pharmacists show better medication adherence than those who don’t. Still, while chain retailers such as Walgreens, Costco Wholesale and Hy-Vee have a presence in specialty, mail-order pharmacies – including those run by pharmacy benefit managers – command the largest share of the retail specialty market and account for the fastest growth.

According to IMS Health, the specialty drug market was worth $42.8 billion during the 12-month period ended in June. Of that, nearly 30% went through mail service, while 10.1% went through chain and mass-merchandise stores, 5.7% went through independents, and 1.6% went through food stores. Meanwhile, mail service has seen the highest growth among all retail channels, 23.6%, followed by 12.9% among independents, 3.1% among chain and mass, and 2.2% among food stores. The remaining 52.7% of the market went through institutional channels, such as clinics, hospitals and long-term care centers.

At the same time, brick-and-mortar retailers account for a majority of dispensed prescriptions for HIV and other antiviral drugs and gastrointestinal anti-inflammatory drugs, as well as a significant percentage of systemic anti-arthritic drugs. IMS VP industry Doug Long said during a presentation at the National Association of Chain Drug Stores’ Pharmacy and Technology Conference in Denver that future growth in biosimilars would open up opportunities as well, as would treatment of autoimmune disorders.

The importance of specialty is evident from recent trends in drug innovation. According to Long’s presentation, drugs for specialty indications, such as types of cancer, chronic viral infections and autoimmune diseases have accounted for a significant portion of new Food and Drug Administration approvals. Because of that, whoever can best capture the patient populations that depend on specialty drugs will be in the best position for future growth.

What are your thoughts? Sound off in the comments below.

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