News Column

Number One Calamine Lotion Caladryl® Awards Hispanic Marketing Duties to XL Alliance

Apr 29 2013 12:00AM

Hispanic PR Wire

NEW YORK, April 29, 2013 /PRNewswire-HISPANIC PR WIRE/ -- Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, multinational and specialty pharmaceutical company that develops, manufactures and markets a broad range of pharmaceutical products, has recognized the size and growth of the U.S. Hispanic Market as a primary pillar for success for its recently acquired over-the-counter lotion Caladryl®. The brand ranks as the number one outdoor itch brand for Hispanics in the U.S. and number one Pharmacists recommended brand for poison ivy/ oak remedies.

Caladryl's strong equity is rooted in its outdoor itch efficacy. Known by many as the "pink stuff" for sunburn and poison ivy, Caladryl carries a sixty year legacy that connects generations of moms that have trusted the brand for the care of their children and families.

Recognizing an emerging minority-majority market in key markets like Los Angeles, Houston, New York, Miami, among others, Caladryl's new management team has made a strategic decision to focus more clearly on the Hispanic community with the former Johnson & Johnson product.

"We are excited to speak to the Latino consumer in their language about a product they grew up with. Caladryl is a familiar product to the Hispanic community, and we want to foster and embrace that connection through communications developed specifically for this audience, regional Spanish TV, and social media initiatives that will engage our key consumers and drive them to purchase," states Katherine Salazar, Associate Director of Consumer Products at Valeant Pharmaceuticals.

Following a successful agency track record delivering double digit growth for another Valeant Pharmaceutical brand, Caladryl® has New York and Denver based cultural agency XL Alliance as its Hispanic marketing partner.

"We are delighted to continue to expand our multicultural marketing support of Valeant's portfolio of brands. We are confident that our go-to-market approach and in culture, in context and in market planning methodologies are ideal to accelerate Caladryl's plan for growth" said Liliana Gil Valletta, Cofounder and Managing Partner of XL Alliance.

Founded by former corporate clients, XL's service offerings are designed under a different business model challenging the traditional full-service-agency structure; a winning differentiator for Valeant Pharmaceuticals in their decision to expand the firm's assignment.

Caladryl® plans to launch new bilingual creative, shopper marketing programs and digital strategies to support its peak period this summer.

In addition to Valeant Pharmaceuticals, XL serves a roster of clients that include Post Foods, Kroger Co., Diageo, L'Oreal, and others.

About Caladryl®
CALADRYL® Anti-Itch Lotion is a skin protectant and topical analgesic drug product. It temporarily relieves pain and itching associated with rashes, insect bites, minor skin irritation and minor cuts; and dries the oozing and weeping of poison ivy, poison oak, and poison sumac.

About XL Alliance, LLC
XL Alliance, LLC is a cultural marketing firm and creative agency helping business leaders, corporations and brands turn cultural trends into profits. The entity offers cross-channel expertise in Cultural Intelligence™, shopper marketing, digital and new media and branded entertainment. A certified minority owned business, the firm has offices in Denver, New York, Los Angeles and Colombia. For more information, please visit


Source: Hispanic PR Wire

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