Perrigo Launches First-Ever Marketing Campaign For Private Brand OTC Medications

Store Brand MedsPerrigo Company announced yesterday that it has kicked off a broad industry marketing and communications campaign to raise awareness for, and consumer confidence in, generic over-the-counter (OTC) medications sold at leading retailers – also known as “store brand” OTCs.

Referencing other successful industry branding campaigns like “Got Milk?” or “Pork: The Other White Meat,” Perrigo’s primary objective for the “Store Brand Meds” campaign is to better educate consumers on the quality, value and effectiveness of store brand medications. All store brand medications sold in the U.S. must adhere to the same high-quality FDA regulations and guidelines as the national brands. The FDA generally mandates store brands contain the same active ingredients in the same strength, and offer the same symptom relief as their national brand counterparts. Store brand medications are available at most retailers in their own labels or as private brands.

Store brand sales account for 35% of the dollar share of all OTCs sold at retail today, but misperceptions about their quality and effectiveness still exist among some consumers. The Store Brand Meds campaign is intended to address such misperceptions. The campaign relies heavily on social media, leveraging the campaign’s recently launched Facebook page, YouTube channel and Website to spread the word.

Since the campaign’s “soft launch” in January 2013, consumers have a new opportunity to learn about and engage with Store Brand Meds via its Facebook page in a fun, but informative way. The campaign’s videos on YouTube now have more than 3.2 million views. The company is also making significant investments in digital advertising, public relations and electronic couponing to drive more awareness about the campaign.

Although it varies by category, Perrigo estimates that a customer will save an average of 36% by purchasing the store brand instead of the name brand. According to Perrigo, the company’s store brand OTCs save consumers around $5 billion annually.

“Although we continue to see growing acceptance among consumers for store brand medications, questions and misinformation are still out there,” said Jeff Needham, Perrigo’s executive vice president and general manager for U.S. consumer healthcare. “We know there is a real benefit to helping educate consumers on how store brands are regulated, made and sold. It helps us, it helps the industry, it helps our retailers, and, most important, it empowers consumers by giving them the facts and information they need to make purchase decisions.”

 

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.