Perrigo Launches First-Ever Industry Marketing Campaign For Store Brand OTC Medications

 Perrigo Launches First-Ever Industry Marketing Campaign For Store Brand OTC

PR Newswire

ALLEGAN, Mich., May 13, 2013

ALLEGAN, Mich., May 13, 2013 /PRNewswire/ -- Perrigo Company (Nasdaq: PRGO;
TASE) today announced it has kicked off a broad industry marketing and
communications campaign to raise awareness for, andconsumer confidence in,
generic over-the-counter (OTC) medications sold at leading retailers – also
known as "store brand" OTCs.

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Referencing other successful industry branding campaigns like "Got Milk®?" or
"Pork: The Other White Meat," Perrigo's primary objective for the "Store
Brand Meds" campaign is to better educate consumers on the quality, value and
effectiveness of store brand medications. All store brand medications sold in
the U.S. must adhere to the same high-quality FDA regulations and guidelines
as the national brands. The FDA generally mandates store brands contain the
same active ingredients in the same strength, and offer the same symptom
relief as their national brand counterparts. Store brand medications are
available at most retailers in their own labels or as private brands.

As the world's largest manufacturer of OTC medications for the store brand
market, Perrigo believes its retail customers will ultimately reap the
benefits of more educated and empowered consumers.

Store brand sales account for 35 percent of the dollar share of all OTCs sold
at retail today, but misperceptions about their quality and effectiveness
still exist among some consumers. The Store Brand Meds campaign is intended to
address such misperceptions. The campaign relies heavily on social media,
leveraging the campaign's recently launched Facebook page, YouTube channel and
Website to spread the word.

Since the campaign's "soft launch" in January 2013, consumers have a new
opportunity to learn about and engage with Store Brand Meds via its Facebook
page in a fun, but informative way. The campaign's videos on YouTube now have
more than 3.2 million views. The company is also making significant
investments in digital advertising, public relations and electronic couponing
to drive more awareness about the campaign.

Although it varies by category, Perrigo estimates that a customer will save an
average of 36% by purchasing the store brand instead of the name brand.
According to Perrigo, the company's store brand OTCs save consumers around
$5 billion annually. 

"Although we continue to see growing acceptance among consumers for store
brand medications, questions and misinformation are still out there," said
Jeff Needham, Perrigo's executive vice president and general manager for U.S.
consumer healthcare. "We know there is a real benefit to helping educate
consumers on how store brands are regulated, made and sold. It helps us, it
helps the industry, it helps our retailers, and, most important, it empowers
consumers by giving them the facts and information they need to make purchase

From its beginnings as a packager of generic home remedies in 1887, Allegan,
Michigan-based Perrigo Company has grown to become a leading global provider
of quality, affordable healthcare products. Perrigo develops, manufactures and
distributes over-the-counter (OTC) and generic prescription (Rx)
pharmaceuticals, infant formulas, nutritional products, dietary supplements
and active pharmaceutical ingredients (API). The Company is the world's
largest manufacturer of OTC pharmaceutical products for the store brand
market. The Company's primary markets and locations of logistics operations
have evolved over the years to include the United States, Israel, Mexico, the
United Kingdom, India, China and Australia. Visit Perrigo on the Internet

Note: Certain statements in this press release are forward-looking statements
within the meaning of Section 21E of the Securities Exchange Act of 1934, as
amended, and are subject to the safe harbor created thereby. These statements
relate to future events or the Company's future financial performance and
involve known and unknown risks, uncertainties and other factors that may
cause the actual results, levels of activity, performance or achievements of
the Company or its industry to be materially different from those expressed or
implied by any forward-looking statements. In some cases, forward-looking
statements can be identified by terminology such as "may," "will," "could,"
"would," "should," "expect," "plan," "anticipate," "intend," "believe,"
"estimate," "predict," "potential" or other comparable terminology. The
Company has based these forward-looking statements on its current
expectations, assumptions, estimates and projections. While the Company
believes these expectations, assumptions, estimates and projections are
reasonable, such forward-looking statements are only predictions and involve
known and unknown risks and uncertainties, many of which are beyond the
Company's control. These and other important factors, including those
discussed under "Risk Factors" in the Company's Form 10-K for the year ended
June 30, 2012, as well as the Company's subsequent filings with the Securities
and Exchange Commission, may cause actual results, performance or achievements
to differ materially from those expressed or implied by these forward-looking
statements. The forward-looking statements in this press release are made only
as of the date hereof, and unless otherwise required by applicable securities
laws, the Company disclaims any intention or obligation to update or revise
any forward-looking statements, whether as a result of new information, future
events or otherwise.

SOURCE Perrigo

Contact: Arthur J. Shannon, Vice President, Investor Relations and
Communication, (269) 686-1709,, or Bradley Joseph,
Senior Manager, Investor Relations and Communication, (269) 686-3373,
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