Charisse Winecki, head of the U.S. general market at Genomma Lab, sees an opportunity for Bufferin to gain market share among consumers. She talked about the reintroduction of the brand into the marketplace with Drug Store News.
Drug Store News: Tell us about Genomma Lab.
Charisse Winecki: Genomma Lab USA is based in Houston and is a division of Genomma Lab International, headquartered in Mexico. We are an innovative and dynamic company focused on improving and protecting the health and welfare of families through innovative, safe and effective products. Genomma Lab’s mission is to be a leader in our categories of over-the-counter medicines and personal care products for U.S. consumers, and to be recognized and valued for our positive impact on the health and wellness of the people, community and environment.
When Genomma Lab first expanded into the United States in 2011, the goal was to bring Latin heritage brands to the millions of Hispanic consumers located in the United States. These consumers found comfort in finding the brands they know and trust in mainstream retailers. Genomma Lab’s expertise with Latin consumers and entrepreneurial spirit led us to pioneer Hispanic-oriented displays in key retailers, helping to increase retail traffic for these accounts with this important and growing demographic.
DSN: Why did Genomma Lab decide to bring Bufferin back, and how will this be achieved?
CW: Much like our Hispanic brands, Bufferin also has a strong connection and heritage with its consumers. Research showed that consumers not only remembered Bufferin, but also considered it a trusted and effective brand. The nostalgia and efficacy equity are amazing strengths of the brand, but what makes Bufferin even more powerful is its unique triple-buffered formulation. Consumers who grew up with Bufferin know and trust the brand for effective pain relief while reducing the risk of upset stomach.
Our job now is to bring Bufferin back into the marketplace, making it more widely available to the generations that grew up with it, and introducing it to new generations.
A new advertising and communication strategy was born from multiple rounds of consumer research that proved the messaging to be highly motivating, and the Bufferin formula uniquely differentiated from our marketplace competitors. The advertising campaign brings to life “Modern Pain,” making Bufferin relevant to pain sufferers in today’s modern world. This year, our focus is to reach and educate consumers and partner with retailers to ensure Bufferin Pain Relief is available and highly visible when they are shopping for safe and effective pain relief.
DSN: What makes Bufferin Pain Relief unique from other pain relievers?
CW: Aspirin has been around for over 100 years, giving consumers the confidence of safe and effective OTC pain relief. However, Bufferin Pain Relief is a unique triple-buffered aspirin, meaning that it is a combination of pain-relieving aspirin plus three buffering agents — calcium carbonate, magnesium carbonate and magnesium oxide — to help neutralize stomach acid irritation to help avoid upset stomach. Plus, Bufferin works two ways to relieve pain fast and effectively. First, it is an analgesic, so it blocks the production of prostaglandins, thereby helping to block pain messages to the brain. Second, it is also an anti-inflammatory and blocks the production of certain chemicals that increase blood flow and cause inflammation. With Bufferin you can relieve many types of pain, from headaches, backaches and even minor arthritis pain, without the concern of an upset stomach.
DSN: Isn’t aspirin only relevant for low-dose heart health use?
CW: Bufferin is as equally effective for pain relief as acetaminophen and other NSAIDs, such as ibuprofen. Despite being more widely known by today’s consumers as a low-dose heart health solution, aspirin was the leading general pain reliever for much of the 20th century. It was not until the 1980s when acetaminophen brands began marketing directly to consumers that aspirin lost its category leadership. However, we want consumers to know that Bufferin Pain Relief — with buffered aspirin — is effective in relieving seven types of pain plus reducing fever, making it a go-to choice for everyday aches and pains