HEALTH

OcuFresh eyes ‘Mommy’ blogs

BY Michael Johnsen

Optics Laboratory recently kicked off a new consumer campaign in support of its OcuFresh Eye Wash product. The product, which helps flush eye irritants like pollen, dust and smoke without perservatives, will be featured across the “Mommy Blog” circuit.


“We’re up to about 20 bloggers,” said Don Cormell, sales representative for 
Optics Laboratory — one of whom has more than 200,000 followers. “The campaign begins in July,” Cormell said. Mommy bloggers are a key niche, Cormell added, because of the need for an eye wash among children. A lot of times, children will wake up with an eye discharge that has sealed their eyes shut. There are a number of possible causes, including allergies or a build up of bacteria. 


OcuFresh also is making its first foray into the social media space with a Facebook page and is circulating a 15-second spot featured on YouTube.

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HEALTH

Sleep aid seasonality

BY Michael Johnsen

For those marketers staying awake at night thinking about new ways to drive category growth, Biotab Nutraceuticals may have happened upon a new opportunity — seasonality in sleep aids. 


“Twice each year, [daylight savings time changes] have an impact on a person’s internal clock,” said Biotab chief marketing officer Robert Wilhovsky, who markets Alteril. So in the week following a clock change, sales of sleep aids spike, he said.


For the 12 weeks ended April 15, which include approximately 30 days of sales after this year’s “spring forward” clock change, sales across food, drug and mass (excluding Walmart) were up 8.3% to $17 million, according to SymphonyIRI Group.

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Biotab ‘Extenze’ its reach in intimacy health

BY Michael Johnsen

Appropriately promoting niche brands within the intimacy health space can be a little trickier than the average consumer packaged goods product. And social media isn’t necessarily the ideal platform — an adult may not be as comfortable “liking” an intimacy enhancement product on Facebook to show their brand affinity, for example. 


For marketers outside of Johnson & Johnson and Church & Dwight — promoting KY and Trojan, respectively — primetime placement on network TV can prove tricky as well. Biotab in 2010 pulled a page out of GlaxoSmithKline’s “Mike Ditka’s Levitra Challenge” by signing Jimmy Johnson as spokesman, appealing to an older demographic, and more recently paved a new pathway to entice younger adults seeking to enhance their intimacy health with the signing of MTV’s Big Black personality (Christopher Boykin).


“We did identify an opportunity with MTV that resulted in a 20% boost in sales for Extenze in the first week it carried,” noted Robert Wilhovsky, chief marketing officer of Biotab Nutraceuticals. “[And we’re] in talks with TruTV now to do another in-show product integration.” For a niche category like intimacy health, sporting events and product placements represent more cost-efficient avenues to a target consumer, Wilhovsky said, going beyond social media and traditional advertising opportunities.

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