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.