News out this morning!
(PR NEWSWIRE) Gel Tech LLC Retains P.R. and Advertising Firms for ZICAM Pr
Gel Tech LLC Retains P.R. and Advertising Firms for ZICAM Product Launch
PHOENIX, Sept. 1 /PRNewswire/ -- Gel Tech LLC, a joint venture of Gum Tech
International (Nasdaq: GUMM) and BioDelivery Technologies, Inc., announced
today that it has retained the services of Edelman Public Relations Worldwide
and Los Angeles-based advertising agency Kovel/Fuller. Both award-winning
agencies will assist the company in the national launch of Gel Tech's new
ZICAM cold remedy.
Initial research has demonstrated that ZICAM, an over-the-counter remedy,
may reduce the severity and cut the duration of the common cold by an average
of 85% when taken on onset. Additional clinical research exploring ZICAM's
therapeutic and preventive aspects is currently underway and expected to be
completed by the end of October.
Gel Tech CEO R. Steven Davidson said, "We have achieved our initial
distribution goals. Gel Tech's ZICAM cold remedy will be available in nearly
all major U.S. grocery, drug and retail chains by the start of the cold season
in early October."
Davidson continued, "The cold category is a $2.3 billion business at
retail. When you have a product with ZICAM's potential, it's mandatory to
partner with a team of experts who understand how to sell OTC and packaged
goods in new and creative ways."
"We conducted an exhaustive agency search and believe that Edelman and
Kovel/Fuller are the best firms available to plan and implement an aggressive,
multi-faceted national campaign marketing this revolutionary product,"
Davidson said.
Edelman, the largest worldwide independent public relations firm, has
represented such healthcare clients as Schering-Plough, Merck, Johnson &
Johnson and Pfizer. Edelman's worldwide team of healthcare professionals
possesses a breadth and depth of experiences ranging from OTC and
pharmaceuticals to biotechnology, devices and diagnostics. "Our unique
ability of bringing together experts in consumer marketing with experts in
healthcare has enabled us to create and implement numerous strategic and
result-oriented campaigns," says George D. Drucker, executive vice president
and general manager of Edelman Los Angeles, which will manage the account.
Among Edelman's most successful programs was the introduction of the first
Ibuprofen product (Advil) for American Home Products and the SmithKline
Beecham Tums program.
Kovel/Fuller, one of the fastest growing advertising agencies in the
western United States, will spearhead the national advertising campaign. The
agency, with significant experience in launching traditional packaged goods
products, plans on going beyond the typical media buy for a packaged good
product. "To help introduce a product that has the potential to turn the
traditional cold symptom remedy market upside down is a once in a lifetime
opportunity," said Lee Kovel, Creative Director. Kovel's past experience
includes work at Young & Rubicam New York on Richardson Vicks and the launch
of Colgate's Plax, and, as Creative Director for J. Walter Thompson New York,
on the launch of Concentrin, as well as work on Warner Lambert and Lever
Brands. Kovel has won numerous awards for his creative work, including two
gold Cannes Lions, the advertising world's top award, several Clios, and
numerous other awards.
John Fuller, Kovel/Fuller President, said, "We are thrilled to tackle this
groundbreaking product. Expect to see some guerrilla tactics and media usage
that would probably make a traditional brand manager faint." Fuller developed
packaged goods expertise at Doyle Dane Bernback New York working on products
for Procter & Gamble, H.J. Heinz, Bristol Meyers and Airwick.
Gum Tech is located at 246 East Watkins Street, Phoenix, Arizona 85004.
(Nasdaq: GUMM) E-mail: brown@gum-tech.com.
Gum Tech Forward-Looking Statement:
This news release contains forward-looking statements within the meaning
of the Private Securities Litigation Reform Act of 1995, including statements
regarding the company's anticipated growth in business and future results of
operations. These forward-looking statements are based on the company's
expectations and are subject to a number of risks and uncertainties, many of
which cannot be predicted or quantified and are beyond the company's control.
Future events and actual results could differ materially from those set forth
in, contemplated by, or underlying the forward-looking statements. Factors
that could cause actual results to differ materially from the company's
expectations include unfavorable results from the pending clinical trials
regarding the efficacy of ZICAM(TM), lack of market acceptance for or
uncertainties concerning the efficacy of ZICAM, a decrease in the level of
reorders from existing customers, financial difficulties encountered by one or
more of the company's principal customers, difficulties in obtaining
additional capital for marketing, research and development, and other
expenses, the possibility of material charges incurred as a result of prior
activities, aggressive pricing and marketing efforts by competitors,
unavailability of third-party material products at reasonable prices,
inventory obsolescence due to shifts in market demand, and material litigation
involving product liabilities and consumers issues.
SOURCE Gum Tech International
-0- 09/01/1999
/CONTACT: Colleen Tiffany of The Logan Consulting Group, Inc.,
716-423-9388, or ctiffany@logan-group.com; or Brown Russell of Gum Tech
International, Inc., 602-252-1617/
/Web site: gum-tech.com
(GUMM)
CO: Gel Tech LLC; Gum Tech International; BioDelivery Technologies, Inc.;
Edelman Public Relations Worldwide; Kovel/Fuller
ST: Arizona
IN: ADV FOD MTC
SU:
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