Chemists’ Own brand turns 20


Wayne Marinoff Head of Generics Aspen Australia and Liz Jordan Senior Brand Manager – Chemists’ Own prepare to cut the birthday cake at Chemists Own 20th birthday celebration.

The Chemists’ Own brand is celebrating its 20th birthday in 2015.

Chemists’ Own was developed and launched in 1995 as a quality, pharmacy-only, OTC product range to counter the expansion of pharmaceutical companies into grocery.

The brand began with four products developed to sell directly against market leaders of the day. Today it has 51 products and 95 SKU’s, with two-thirds of these manufactured in Australia.

Chemists’ Own is now requested specifically by name by consumers in pharmacy according to recent consumer research, which shows that it is the only generic brand they recognise and remember using.

Findings from pharmacist focus groups show that it is the generic that is best known by their customers and the only one that is asked for by brand name.

The growth of Chemists’ Own was supported by merchandising and promotion strategies designed to underpin the brand’s tagline, “Quality medication at affordable prices”. These include shelf positioning and bonuses.

As Chemists’ Own enters its 21st year, the brand’s mission remains unchanged: to provide quality, pharmacy-only OTC products that support pharmacy and its customers.

“We are so proud to own this brand,” said Wayne Marinoff, head of generics Aspen Australia (the current custodians of Chemists’ Own) at a recent ceremony to celebrate the milestone.

“It has continued to thrive in a market where brands come and go every day and we are very aware that we would not be here if it wasn’t for the support of pharmacy and the trust they have built for the brand within their communities.

“Our commitment to pharmacists and the communities they serve is unwavering and this year we plan to give back to both to thank them for getting the brand to 20 years.”

A part of that support will be the brands involvement in the Help Us Help Our Local Community campaign that enables pharmacies and their customers to give back to their local communities.

Pictured: Wayne Marinoff, Head of Generics Aspen Australia and Liz Jordan Senior Brand Manager – Chemists’ Own prepare to cut the birthday cake at Chemists’ Own 20th birthday celebration.

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