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WellSpring Pharmaceutical Corporation to re-launch
Micatin® Antifungal Foot Cream Power
Brand
[December 30, 2010 — Sarasota,
Fla. ] WellSpring Pharmaceutical Corporation is
breathing new life into one of their heritage brands after completing a redesign
and rebranding of the Micatin® antifungal cream for the treatment of
athlete’s foot, jock itch, and ringworm.
Micatin was one of the first over-the-counter antifungal foot
creams brought to market and was highly promoted on television in the 1980’s and
90’s. The Micatin brand became a
household name for safe & effective treatment of athlete’s foot, jock itch
and ringworm.
Contracting with Sarasota, Florida based Nuevo Advertising Group, WellSpring plans
to increase market share by re-positioning the Micatin brand to the growing
Hispanic market in the USA.
Based on years of experience in the
Hispanic market, Nuevo Advertising developed a look and feel that appeals to a
large segment of this community. Some of the factors considered during the
design process included age, generation, language, product loyalty, product
uses, and retail space. Nuevo also focus-grouped the design utilizing an
extensive contact network throughout the U.S.
and Latin America to ensure a strong
connection with the product and comprehension in all markets.
Finally, new packaging, sales
factsheets, images, and updated content were created to reflect the Hispanic
acculturalization beside the English copy.
Explains Sean Griffin, Director of Sales and Marketing for Consumer Brands
at WellSpring Pharmaceutical Corporation, “When we decided to reposition our
Micatin product, we hired Nuevo Advertising Group to transform the look and
feel to appeal to the Hispanic community and retain the current brand loyal
following. We are very proud of the work
Nuevo has done and look forward to a successful re-launch of the well know
Micatin Antifungal Cream brand.” The
bright new athletic design of the package appeals visually to the Hispanic
community and goes beyond offering just bi-lingual text. "Unique to the category, our new design
offers bi-lingual text as well as full Drug Facts in Spanish printed inside the
package. Patient education and
compliance is a big concern today. With
our bi-lingual labeling, the treatment of athlete's foot, jock itch, and
ringworm will all be improved and retailers will be able to better serve a
growing segment of their community" says Griffin.
In 2011, Micatin® will be a
Power Value brand, positioned to appeal to the fastest growing segment of the US population. This will be a rolling carton change to item
UPC 3 65197 10305 8 with no change in UPC.
Look for the redesigned product to hit the shelves Q1 2011.
About WellSpring Pharmaceutical Corporation
WellSpring
Pharmaceutical Corporation is a privately held company founded by Dr. Robert
Vukovich in 1999 and headquartered in Sarasota,
Florida. WellSpring markets and
distributes three trusted over‐the‐counter brands, Emetrol®, Micatin®, Gelusil®. WellSpring
Pharmaceutical Corporation’s headquarters are located at 5911 North Honore Avenue in Sarasota, FL.
For
more information about WellSpring Pharmaceutical Corporation, www.wellspringpharm.com or call 941.312.4727
ext. 129
About Nuevo Advertising Group
Nuevo Advertising Group is a full service Marketing, Advertising
and Public Relations. Its focus is on bridging the gap between businesses and
the Hispanic community through concise advertising messages delivered through
the most effective mediums. Nuevo Advertising Group recently launched www.nuevotranslation.com, a focus
division of Nuevo Advertising designed to better serve the growing translation
needs of businesses.
For more information about Nuevo
Advertising Group, visit www.nuevoadvertising.com
or call 941-752-4433
View PDF of this announcement.
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