Supplier News Breaks Archives
Absorbine Jr.'s new packaging makes debut
August 24th, 2010
EAST LONGMEADOW, Mass. – W.F. Young Inc. has introduced new packaging for its Absorbine Jr. pain relief remedy.
W.F. Young said Monday that the new packaging graphics update the brand and give it a more contemporary look while celebrating the company's heritage of providing pain relief products for horses.
According to the company, most consumers aren't aware that its introduction into the pain reliever market was actually a product for horses.
Absorbine Veterinary Liniment was introduced in 1892 by Wilbur F. and Mary Ida Young as a formula to relieve the muscle pain of horses, and Absorbine Jr. followed in 1903 as a remedy to relieve the muscle aches and pains of hard-working Americans.
W.F. Young noted that it conducted research to determine what sets Absorbine Jr. apart in the competitive pain relief category, and the company found that the "horse story" resounded with consumers.
In fact, the company pointed out that one of the comments made by a consumer during focus groups was, "If it works for a horse, it will certainly work for me."
The design of Absorbine Jr.'s new carton and label illustrate W.F. Young's horse care heritage with a graphic depicting a powerful horse next to a fit, healthy runner.
W.F. Young said the product with the new packaging started shipping in June and is appearing on store shelves now.
Retailers carrying the product include Walgreens, CVS, Rite Aid, Walmart, Kmart, Safeway, Publix, Albertsons, Dollar General and drugstore.com.