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Perrigo Launches First-Ever Industry Marketing Campaign For Store Brand OTC Medications
Date:5/13/2013

ALLEGAN, Mich., May 13, 2013 /PRNewswire/ -- Perrigo Company (Nasdaq: PRGO; TASE) today announced 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. 

(Logo:  http://photos.prnewswire.com/prnh/20120301/DE62255LOGO )

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. 

As the world's largest manufacturer of OTC medications for the store brand market, Perrigo believes its retail customers will ultimately reap the benefits of more educated and empowered consumers. 

Store brand sales account for 35 percent 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

SOURCE Perrigo
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