HEALTH

OTC Perspectives names annual awards finalists

BY Michael Johnsen

FLORHAM PARK, N.J. OTC Perspectives on Monday announced the finalists for the 2nd annual OTC National Advertising Awards. Brands among the finalist include Vicks, Pepcid, Pepto Bismol, Claritin, Triaminic, Durex, Robitussin and Zyrtec.

Awards will be presented during a reception at the OTC National Conference May 18 and 19 in Philadelphia.

“Delegates attending the OTC National Conference will determine the winners for Best Branded TV and Best Branded Print Campaign award,” announced Bob Ehrlich, CEO of DTC Perspectives, and OTC National Conference chairman. “Independent expert judging panels will determine award winners for the other categories.”

The OTC National Conference this year will include keynote addresses from Jeff Arnold, founder of WebMD and chairman of Sharecare; author Jan-Benedict Steenkamp; and Jim Joseph, president of Lippe Taylor Brand Communications.

For a complete list of award finalists, visit the 2010 OTC Advertising Awards Web site.

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SCA introduces Tena Ultra Thins

BY Michael Johnsen

PHILADELPHIA SCA Personal Care North America on Wedneseday introduced a new category of adult absorbent products with the launch of the first Ultra Thin pads for moderate and heavy bladder protection.

Available in the United States and in Canada, the new Tena brand Ultra Thins reflect the company’s dedication to improve the quality of life for the more than one in four women above the age of 40 affected by bladder weakness.

On shelves this month, the Tena Ultra Thins were designed after consumer research identified that women suffering from moderate to heavy bladder weakness craved the option of discreet protection, but were not willing to move to a thinner pad because of the fear of leaks. TENA Ultra Thins’ unique airlaid core technology offers women the same security and odor absorption as thicker pads, in a thin and discreet product.

To support the introduction of Tena Ultra Thins, SCA will announce a number of partnerships that will expand its BladderTalk campaign, which was launched in the United States in June of 2009. The campaign’s goal is to evolve the dialogue around bladder weakness and engage, educate and empower women to bring this common condition out of the closet. This year, the company will bring this program to Canada with a series of awareness and advocacy efforts to inform women and break the taboo. The BladderTalk national survey of women suffering from bladder weakness found that nearly 40% of women with the condition across the U.S. and Canada refuse to talk about it with anyone.

In addition to the partnerships, SCA will expand its North American Evolution advertising campaign, launched in August 2009 to educate women about the latest evolution in moderate and severe bladder protection products.

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Gatorade teams up with GNC

BY Michael Johnsen

CHICAGO The Gatorade Co., a division of PepsiCo, has partnered with GNC on its next generation of sports drinks and powders, G Series Pro, that offers athletes a “before, during and after” system of sports performance products.

The products ship May 1. The range will be distributed initially through an exclusive co-marketing and co-distribution collaboration with GNC.

“The Gatorade brand has enormous credibility with GNC’s sports nutrition customers, and the G Series Pro line will be a valuable addition to GNC’s sport performance product lineup,” stated Joe Fortunato, GNC CEO.  “We have the right retail presence and marketing muscle to drive G Series Pro through our nearly 5,500 U.S. stores.”

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