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Article: The heat is on: Mentholatum's WellPatch undergoes a visual--and strategic--repositioning.(BRAND NEW)
- Article from:
- Brand Packaging
- Article date:
- April 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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* The story: Muscle pain sufferers want fast relief without the mess and hassle of ointments and rubs. Mentholatum Corp., a global health and wellness company, introduced the technology of pain relief patches in the late 1990s with Mentholatum Pain Patch. The brand was restaged under the WellPatch brand in 2003 and includes a line of patches and warming pads available in a variety of styles to treat pain ranging from arthritis to muscle aches and even migraine.
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* The goal: Though Mentholatum takes credit for introducing the technology, increased competition in the category created the need for a redesign. "We wanted to modernize ...