Randob Labs supports latest distribution expansion with 15-second spot

APRIL 10, 2017 | BY MICHAEL JOHNSEN

CORNWALL, N.Y. — In advance of the summertime picnicking and backyard barbeque season, Randob Labs has launched the 15-second spot above in support of its Sting-Kill brand. The ad will begin airing April 11.

While summer means backyard barbeques and other outdoor activities, it also means having to deal with mosquitos, wasps and bees, sending consumers across the country in search of an effective way to deal with their bites.

With recent distribution advancements into Giant Eagle, H-E-B, Harris Teeter and United Supermarkets, Randob executives reported the brand has been popular among consumers because of its unique formula that instantly kills the pain and stops the itching associated with insect stings and bites.

Drug Store News – Article on Dormin National TV Ad

August 8, 2017August 8, 2017 by mintirish

DSN Dormin National TV ad (download pdf)

Link to article on DSN site

Randob Labs revving marketing engines for Dormin sleep aid launch

JANUARY 6, 2017 | BY MICHAEL JOHNSEN

CORNWALL, N.Y. — Randob Labs is revving its marketing engines to support the mass market launch of its venerable Dormin sleep aid with this commercial slated to hit the airwaves this spring.

Dormin has been on pharmacy shelves since the 1950s, primarily through the independent channel, and contains the active ingredient diphenhydramine hydrochloride. Citing Hamacher Resource Group, Randob Labs shared Dormin is the No. 3 best-selling sleep aid across independent pharmacy.

Dormin is available in the patient-preferred capsule format, the company noted, and dissolves three times faster as compared to comparable medicines on the market. According to a Dormin survey, 78% of consumers find capsules easier to swallow.

The company is working with RLA Collective around a comprehensive marketing plan to help drive trial as the company expands national distribution outlets. In addition to television, Randob Labs will be marketing its sleep aid solution across social media in an effort to drive new users to the category.

Feb 2017 Drug Store News – Dormin Sleep Aid

August 8, 2017August 8, 2017 by mintirish

DSN Dormin Feb 2017 (click this link for full article pdf with images and graphics)

Age, smartphone usage awaken sales

More than one-third of consumers battle insomnia

FEBRUARY 2, 2017 | BY MICHAEL JOHNSEN

Overall, the sale of all sleep remedies were up 6.1% to $707.9 million across total U.S. multi-outlets for the 52 weeks ended Nov. 27, 2016, according to IRI. Procter & Gamble’s ZzzQuil still leads the category. Sales of the liquid formulation are outpacing category growth with an uptick of 8.4% to $85.3 million, or 12% of total category sales.

Fueling this growth is a combination of both old-and new-age technology, noted Jim Creagan, president of Randob Labs. Randob is launching its Dormin sleep aid into mass markets this spring.

“It’s going to continue to be a growth business, with two drivers,” he said. “One is the older population. As people age, they have more difficulty sleeping. [And] then you have the proliferation of the smartphone. … People are turning to sleep remedies because they have trouble falling asleep.”

In fact, as many as 38.3% of Americans have trouble sleeping, according to Hyland’s, which launched a homeopathic energy booster called Good Morning at last year’s NACDS Total Store Expo. Of those who have trouble sleeping, 35% have used a sleep aid, and one-third have not used a sleep aid but would be interested in trying one.

That makes sleep aids a high-trial category.

“If you are not sleeping, you are willing to try just about anything to get that sleep,” Creagan said. “Not only do you feel bad, but your work performance is impacted, [and] dealing with the kids is more difficult. … The constant trial aspect is definitely something that drives the category, [and] when they find something that works, they are fiercely loyal.”