HEALTH

W. F. Young updates brand image

BY Michael Johnsen

EAST LONGMEADOW, Mass. W. F. Young on Monday introduced new packaging graphics that not only will serve to contemporize the brand but also marks the celebration of the company’s heritage of providing pain-relief products for horses.

Most consumers are not aware that the company’s first introduction into the pain-relief market actually was a product formulated for horses, the company noted. Absorbine Veterinary Liniment was introduced in 1892 by Wilbur F. and Mary Ida Young as a liniment to relieve the muscle pain of horses.

This inspired the introduction of Absorbine Jr. in 1903 to help relieve the muscle aches and pains of people.

The new carton and label graphics reflect W. F. Young’s horse care heritage with a graphic depicting a powerful horse next to a fit, healthy runner. The product with the new packaging started shipping in June and is appearing on store shelves now.

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Consumers more loyal to Tylenol brand

BY Michael Johnsen

PHILADELPHIA According to a study released by the Relational Capital Group, despite product recalls and a plant closure, consumer purchase intent and brand loyalty for Tylenol still currently exceeds that of Advil.

According to the study, conducted by Princeton University professors Susan Fiske and Nicolas Kervyn, 76% of consumers reported positive purchase intent and 67% reported positive brand loyalty for Tylenol, compared with 75% and 65% for Advil, respectively. In addition, Tylenol matched or surpassed Advil on most warmth and competence dimensions, including “acts with your best interests in mind.” Warmth and competence dimensions are both indicators of brand loyalty.

“This suggests that despite how painful the product recalls and plant closure have been for [McNeil Consumer], it appears their efforts thus far have been effective in retaining consumer trust and brand loyalty,” stated Chris Malone, chief advisory officer of The Relational Capital Group.

Conducted July 1 to 7, this study measured the warmth and competence perceptions and priorities of a demographically balanced sample of 1,042 U.S. adult consumers for eight national brands, as well as their purchase intent and brand loyalty toward each. The brands examined included McDonalds, Burger King, BP, Shell, Tropicana, Minute Maid, Tylenol and Advil.

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TransMedia Group to promote IntelliGender’s Gender Prediction Test

BY Michael Johnsen

BOCA RATON, Fla. TransMedia Group on Monday reported it has been retained by IntelliGender to promote that company’s Gender Prediction Test, a simple-to-use urine test that provides immediate gender results.

“Our publicity will focus on promoting IntelliGender as a fun pre-birth experience for expectant mothers who just can’t wait to know,” stated Allison McCormick, public relations manager at TransMedia. “Their unique product appeals to the millions of women who are so excited to be pregnant and are searching for any possible clues about their future bundle of joy. Rather than having to wait until 20 weeks to find out with an ultrasound, moms-to-be can take the test as early as 10 weeks into their pregnancy.”

IntelliGender uses first morning urine and a proprietary mix of chemicals that react with a combination of hormones to indicate the gender.

“We feel that TransMedia Group is the perfect PR firm to represent our innovative product based on their success in helping to make brands such as Celsius and Rexall Sundown household names,” noted Teresa Garland, co-founder of IntelliGender.

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