CINCINNATI: Procter & Gamble will begin promoting brands such as Vicks, Metamucil, and Pepto-Bismol in new global markets, as part of a partnership with generic drug maker Teva Pharmaceutical to combine their over-the-counter drug businesses outside North America.
Denise Bradley, senior director, corporate communications for Teva Pharmaceuticals – Americas, said PR initially focused on investor relations, including a joint CEO webcast in addition to each company hosting a call with their investors. She said a media webcast targeted mostly business outlets.
But she told PRWeek the story will eventually become a consumer one. “I absolutely do believe it will be a consumer story – in all likelihood when we close the deal,” she said.
In emerging markets, she says they'll likely target consumer media, particularly as some products switch from prescription-based to OTC.
She said there will also be PR opportunities in the US, as the partnership includes the development and marketing of new products in North America.
PR is being handled internally, in a joint effort between the two companies, Bradley added.