Schering-Plough rolls out new antifungal spray
KENILWORTH, N.J. Schering-Plough Consumer Healthcare on Tuesday launched Tinactin Chill, an antifungal spray for the treatment of athlete's foot.
The new antifungal is available in two formulations, liquid spray and deodorant powder spray.
With the product launch, Schering-Plough is targeting first time athlete's foot sufferers, which are primarily young males ages 14 to 22.
"Research shows that experiencing athlete's foot for the first time can be very frightening and intimidating for young men," stated John O'Mullane, group VP, research and development, Schering-Plough Consumer Healthcare. "Our research indicated that to reach this age group we would need to go beyond the traditional methods of communication with our customers."
Accordingly, Schering-Plough developed www.meettheburns.com, a site that features a series of "Webisodes" highlighting the fictitious Burns family and a character named "Gus" representing fungus. Each segment presents an athlete's foot treatment message in a situation comedy style that is entertaining and identifies well with teens.
"Many young men are reluctant to talk about their situation when they first experience athlete's foot," O'Mullane said. "However, they often seek information on the Internet. By developing this Web site, we can reach young men and help inform them and their parents that there are effective and easy to use treatments for this common condition."