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C h a i n D r u g s t o r e D a i l y 4 7 Tu e s d a y, A u g u s t 1 3 , 2 0 1 3 ZICAM COLD REMEDIES SHORTEN THE TIME OF COLD SUFFERING Matrixx Initiatives, makers and mar- keters of the Zicam ® line of cold, sinus, allergy and cough products including Zicam Cold Remedy, created a new sec- tion in the cough/cold aisle this year. Through extensive positioning work and a change in advertising agencies, Zicam has put a name on that "uh-oh" stage of cold suffering, the stage when con- sumers need to reach for Zicam. For Zicam consumers, this year was all about the Pre-Cold™. In a fully integrated marketing cam- paign beginning October 8, Zicam put a label on the stage of cold suffering when consumers should reach for a cold short- ening product like Zicam Cold Remedy. "By creating the short hand for that first sign of a cold―the sign we all rec- ognize―we focused consumers on the right time to reach for Zicam. Consumers have told us over and over that Pre-Cold instantly makes sense to them. They understand what we're talk- ing about without a lengthy explana- tion," said M'lou Arnett, CEO of Matrixx Initiatives. "With 'Pre-Cold' and our Cold Monster campaign, we've framed the problem and gotten consumers to pay attention. Zicam Cold Remedy is com- pletely different than symptom relieving medications. Pre-Cold makes that clear." While the 2012-2013 season was the debut for the Pre-Cold positioning and Cold Monster advertising cam- paign, it is clearly the platform for the business going forward and potentially a new section in the cough/cold aisle. According to the company, many retailers are seeing and appreciating the benefit in defining different aspects of the spectrum of cold suffering. Consumers are increasingly looking for better ways to manage through cold season and many have seen the value of buying products that are specific to each stage of the cold they are treating. By segmenting the aisle into Boost- Shorten-Treat sections, the consumer buys the right product for the right time, the retail market basket grows, and brands, like Zicam, get greater vis- ibility for their unique role in the man- agement of colds. As the leading brand in the cold shortening space, Zicam has the ability to define the first sign as the Pre-Cold and to lead the way for the category. With a very successful Pre-Cold season this year, Ken DeBaene, Senior Vice President, Sales for Matrixx, sees more and more retailers understanding the benefit to the category of defining Pre- Cold. "We have some very forward- looking retail partners who see the chance to bring clarity to the section and to help the shopper manage the full spectrum of cold suffering. It's a win for retailers, shoppers and Zicam," DeBaene said. In addition to Zicam Cold Remedy, Zicam also offers Extreme Congestion Relief and Intense Sinus Relief for relief of nasal congestion, Zicam Allergy Relief and Zicam Naturals cough sup- pressant. For more information about the Pre-Cold section or any of the Zicam products, visit the company website at www.zicam.com. EXTRA STRENGTH SLIM ME: DELICIOUSLY REDEFINING DIETING WITH EVERY SIP By Sean Ryan, CEO, Zhena's Tea No one needs another pill, powder, bar, shake or meal replacement product. Not you, not your customers. What you do need on your shelf is an effective and easy-to-use weight loss product that incorporates today's knowledge and sci- ence. Oh, and how about if it includes the ingredients and the taste that consumers are looking for, too. From TV personalities like Dr. OZ and Rachel Ray to magazines like O, Shape, Redbook, and Prevention, con- sumers are learning about the hottest and most effective weight loss ingredients like Green Coffee Bean Extract, Raspberry Ketone, African Mango Seed, Garcinia Cambogia and Green Tea. These are the exact, key ingredients in Extra Strength Slim Me. We've put all these weight loss power ingredients into a great tasting tea that promotes weight loss not just from one angle, but attacks on multiple fronts for a more effective result. These mighty ingredients have traditionally been used to help suppress appetite, help digestion assimilation and elimination, help reduce water retention and water weight, help reduce fat accumulation storage, help cleanse liver, and help increase energy levels without the jitters of caffeine. With Extra Strength Slim Me, the benefits just keep coming – it's great tasting, all-natural, calorie free, and has no fat, no carbs, and no sugar. Extra Strength Slim Me comes in four deli- cious flavors: Raspberry Mint, Super Fruit Mixed Berry, Cranberry Ginger, and Peach Vanilla. Extra Strength Slim Me is easy to use and can be brewed hot or cold, or simply pop a tea bag into a water bottle to sip on through out the day. Extra Strength Slim Me packaging is beautiful, eye catching, educational, and incorporates all of these strong weight loss messages. The front panel clearly lists these top selling weight loss power ingredients your customers are looking for. Extra Strength Slim Me is easy for your consumers to use, and to get results: they just add 3 cups of tea to their daily routine. And with four delicious flavors to choose from, there's no boredom. That means repeat purchases will go past your con- sumers' initial weight loss into mainte- nance of their weight. With a strong outside promotional plan to drive customers to your stores with micro infomercials on syndicated TV, strip ads in major magazines, a huge social media campaign, coupons, circu- lars, and a strong in-store promotional plan, we are a true partner working hard to bring new weight loss customers into your stores. For more information, stop by booth 2452, contact Gian Khalsa at Gian@zhenas.com or visit www.zhenasslimme.com. ABBOTT MEDICAL OPTICS: A LEADER IN VISION CARE With aging populations worldwide, vision care is a growing area of patient need. Abbott is a leader in vision care with a long history of innovation and market-leading vision correction tech- nologies. Abbott's products and services address a wide range of vision disorders and meet the needs of patients who seek greater freedom from the limitations of eyeglasses. Abbott offers the widest range of proven refractive technologies for patients with myopia (nearsightedness), hyperopia (farsightedness),astigmatism (condition that causes blurred vision), presbyopia (diminished ability to focus on near objects) cataract, spherical aber- ration (difficulty focusing) and corneal health. Abbott's proven programs and systems help eye care professionals address vision care challenges and mas- ter refractive technologies. Globally, Abbott is No. 1 in LASIK and No. 2 in cataract (where it is growing its position with the Tecnis platform) and No. 3 in eye care solutions. Abbot's Vision Care pipeline is balanced across each segment, with a number of products launching over the next five years. The global demand for vision care is on the rise, as the baby boomer population ages and vision care becomes more affordable in less-developed countries. Geographically, 65 percent of Abbott's Vision Care sales are generated outside the United States, with further expansion underway in emerging markets such as China and India. Abbott's vision care business employs more than 3,700 peo- ple worldwide and has a presence in more than 60 countries. Abbott's broad selection of products serves patients who wear contact lenses or need relief from dry, irritated eyes. Abbott offers multi-purpose and hydro- gen peroxide contact lens cleaning sys- tems that provide powerful disinfection capabilities, and are recommended by physicians for safe, effective contact lens cleaning. Abbott's lubricating eye drops provide long-lasting relief for those who suffer from occasional or chronic dry eye symptoms. Key Products RevitaLens OcuTec Multi-Purpose Disinfecting Solution: Cleans, rinses, disinfects, removes protein, stores and conditions soft contact lenses, including silicone hydrogel lenses. COMPLETE Multi-Purpose Solution Easy Rub Formula: A single- bottle solution that effectively cleans and disinfects soft contact lenses. Oxysept UltraCare Formula Peroxide Disinfection System: A hydro- gen peroxide system that provides pow- erful disinfection for contact lenses. blink Contacts Lubricating Eye Drops: Provides contact lens wearers prolonged lubrication and protection against dryness. blink Tears Lubricating Eye Drops: Provides relief from dry eye symptoms. For more information, visit booth 2849 or go online to www.abbott medicaloptics.com. One trend is the increase in demand for seasonally themed singles. Mars Chocolate expanded its seasonal assort- ment last year to include singles shapes, and this year the company will add Snickers ® brand Peanut Butter Pumpkins for Halloween and Twix ® Brand Santa's for Christmas. Mars Chocolate brands have been holiday family favorites for generations, including festive red and green M&M'S ® brand Milk Chocolate Candies in holiday packaging. Building on this iconic brand, this year Mars will offer M&M'S brand MINIS Milk Chocolate Candies for the Holidays. In red and green colors, this new item will help satisfy consumers' Mars (Cont'd. from p. 45) holiday baking needs. Gifting is a growing part of holiday sales, as the gifting segment increased 6.4 percent over last year. (IRI Data, 12/30/2012) To meet this trend, Mars is introducing several options to make gift- giving easy, including: M&M'S brand Candies Gift Boxes, complete with a "To:/From:" area; a collectible M&M'S brand Recipe Box Tin, with red and green candies, recipes and a cookie cutter; and a 16-ounce Snickers brand Slice n' Share Bar, ideal to share at a holiday party. By combining Mars' iconic leading brands, shopper insights and Seasonal Architect, drug retailers will enjoy sweet success in seasonal sales. For more information, visit www.mars.com.