St. Joseph Aspirin Taps Iconic TV Character Eddie Haskell to Relaunch The Improved Brand
Campaign includes national and regional TV, print and social media featuring Ken Osmond
Baltimore, July 28, 2011 /PRNewswire/ —Baby boomers likely remember the iconic orange-flavored St. Joseph Aspirin used in their childhood. Today, St. Joseph Aspirin has tapped Ken Osmond to help promote the brand as something that can be “Good for You Again” as part of a doctor-recommended, low dose aspirin regimen to help prevent strokes and heart attacks. Best known as Eddie Haskell from “Leave it to Beaver,” Ken will serve as a spokesperson in a multimedia campaign featuring a national and regional TV buy.
Purchased by Baltimore-based ILEX Consumer Products Group earlier this year, the brand was relaunched in spring 2011 with a number of product, packaging, and value improvements, including increased pill counts and reduced prices.
The branding campaign launches at the beginning of August and will run through the fall. The multifaceted campaign includes: a national sponsorship of The Weather Channel’s “Walking Comfort Index”; a 30-second TV spot running nationally and in nearly two dozen markets across the U.S.; print ads; and Web videos of Ken talking about his days on “Leave it to Beaver” and what he has been doing since. St. Joseph Aspirin also launched a new website (www.StJosephAspirin.com) and a Facebook page (www.Facebook.com/StJosephAspirin) that will begin offering online coupons in August. Web videos and the TV spot will not be available on the website or Facebook until August 1. Consumers can find the products at fine retailers such as Walmart, CVS, Rite Aid, Target and Kroger, among others.
The new owners of the brand felt an equally critical element of the relaunch needed to focus on the product, too. Based on conversations with consumers and retailers, ILEX made a series of product, packaging, and value improvements, including: an enhanced safety coating for the non-chewable version; changing the previous 100- and 180-counts to 120- and 200-, respectively; upgrading the packaging for both horizontal and vertical retail displays; and using a push-and-turn, child-resistant cap (except for the 200-count which offers an EZ-open cap). All of these changes translate into increased value for both retailers and consumers.
Additionally, the orange-flavored, chewable tablets are also still available for those consumers who have difficulty swallowing pills and for those who are experiencing the onset of cardiac problems.
“We needed to find an incredibly compelling way to make our iconic St. Joseph Aspirin brand relevant to baby boomers again,” said Bernie Kropfelder, EVP Sales & Marketing, ILEX Consumer Products Group. “With Eddie Haskell as the face of the campaign, we can quickly appeal to fond childhood memories of our target audience.”
Remember, children should not use aspirin unless directed by a doctor.