DELRAY BEACH, Fla. — XenaCare Holdings Inc. is expanding its national advertising campaign to support the growing network of retailers carrying Cobroxin, its over-the-counter pain reliever for moderate to severe chronic pain.

Plans call for the broadened, multimillion-dollar campaign to include direct-response mailings, television commercials, national sponsorships and additional print advertising, according to XenaCare, which was granted the exclusive license from Nutra Pharma Corp. to market and distribute Cobroxin in the United States..

On top of its current print advertising campaign, XenaCare said it has purchased advertising in several men’s, women’s and specialty magazines, and the ads are slated to launch in February. Cobroxin also will be featured in several print retail catalogs, reaching approximately 18 million U.S. households, the company said.

XenaCare recently became a National Proud Sponsor of the Arthritis Foundation, and the sponsorship allows the company to use the foundation’s logo on packaging, web sites, print ads, catalogs and direct mailers to foundation members. The company said it plans to build on its relationship with the Arthritis Foundation and support its mission throughout 2010.

In October, XenaCare announced that it would be advertising in the official annual publication of NASCAR, which reaches about 8 million racing fans, as well as the NFL Alumni Guide Program and Yearbook. The company said it recently expanded this effort to include advertising in the upcoming 2010 Super Bowl XLIV program guide and the 2010 NBA All-Star Game program guide.

Cobroxin also is slated to be featured in direct-response advertising with 60-second spots beginning in late January, according to XenaCare. The company, too, has begun the production of a series of TV commercials scheduled to air in April.

"We introduced Cobroxin, through e-commerce web sites, during the last quarter of 2009. This quarter, we are pleased to report that the product has been reviewed and accepted by 40% of the 105,000 retail stores selling health care products across the United States, as reported by Chain Drug Review magazine," XenaCare president and chief executive officer Frank Rizzo said in a statement.

"We anticipate the average retailer will place an opening order of $80 per store location," Rizzo added. "With analgesic products producing up to 21 inventory turnovers per year, the upside potential is dramatic and very exciting for Cobroxin."

Cobroxin is currently available to independent pharmacies through the Chain Drug Marketing Association and will be sold through most mass-market retailers, including major drug store and supermarket chains, as well as online at cobroxin.com, drugstore.com, amazon.com and overstock.com.

According to XenaCare, Cobroxin is the first OTC pain reliever clinically proven to treat moderate to severe (Stage 2) chronic pain, whereas many other Stage 2 drugs — such as Tylenol 3, Percocet and Vicodin — require prescriptions.

Cobroxin is available as an oral spray for treating migraine headaches, neck aches, shoulder pain, cramps, lower back pain and neuralgia. It also comes in a topical gel for treating joint pain and pain associated with repetitive stress and arthritis.