Prestige Brands boosts marketing efforts behind 2 key brands

 

 

TARRYTOWN, N.Y. — Prestige Brands is upping its game in the analgesics and feminine hygiene spaces with recent product innovation and marketing campaigns supporting Goody's and Monistat, respectively. 

 

"For Goody's, it's all about speed of relief," Ron Lombardi, Prestige Brands president and CEO, told analysts Thursday. "And the tie-in with Dale Earnhardt, Jr. and NASCAR events has been a big driver of our success," he said. Goody's recently launched a mixed fruit flavor to expand its powdered headache relief offerings as well as a back and body shot to complement the headache relief shot Goody's currently has on the market. "New product development is an important part of growing our brands and we have introduced a number of new flavored and forms for both BC and Goody's as a way to increase both usage occasion and trial which is ultimately what drives long-term consumption for us," Lombardi said. 

 

Prestige Brands is currently boosting its doctor detailing and other professional training programs to help drive recommendations of its Monistat brand. "Starting in July, we kicked off our new healthcare professional initiative as well as a separate targeted consumer program," Lombardi said. The professional initiative spells out to healthcare practitioners that Monistat is an effective cure for yeast infections. "Developing a relationship with key healthcare providers is an important part of rebuilding the Monistat brand for us," he said. 

 

Also in July, Prestige Brands kicked off a new television and digital campaign (featured above in a YouTube video) targeting women 18 to 24 years of age along with an effort specifically targeting the Hispanic market. "We continue to feel very good about the long-term opportunities from Monistat and will continue to make significant investments behind the brand," Lombardi said.