Little, yellow, different. Bristol-Myers Squibb Co. once used those three words to advertise its pain reliever Nuprin. But by 2002, another word seemed more apt — vanished. The pharmaceutical company stopped selling its ibuprofen product, tired of trying to outspend competitors Wyeth (which markets Advil) and Bayer AG (Motrin).
Bristol-Myers’s trash was Paul Earle Jr.’s treasure. Earle and his five-employee company, RiverWestBrands, operate as a sort of dead-brand thrift store, buying and selling (or licensing) discarded trademark portfolios. In late 2002 Earle approached Bristol-Myers about Nuprin, and a year later RiverWest bought the rights to the drug’s name. But Earle’s buy was risky. In the highly competitive over-the-counter pain medication market, an also-ran ibuprofen product seemed like a loser. Advil and Motrin are like the Coke and Pepsi of the ibuprofen market. Nuprin was more like RC Cola. But Earle saw Nuprin’s potential as a drugstore-owned line of medicine, and he convinced CVS to buy Nuprin in 2004. The national drugstore chain priced Nuprin at a midpoint between generic ibuprofen and other name-brand products. Consumers who want to save money and buy a trustworthy brand name would have a new choice. Today CVS uses the Nuprin label on more than 12 health products, including decongestant spray, arthritis patches, and muscle and joint cream.
This content has been archived. It is available through our partners, LexisNexis® and Bloomberg Law.
To view this content, please continue to their sites.
LexisNexis® and Bloomberg Law are third party online distributors of the broad collection of current and archived versions of ALM's legal news publications. LexisNexis® and Bloomberg Law customers are able to access and use ALM's content, including content from the National Law Journal, The American Lawyer, Legaltech News, The New York Law Journal, and Corporate Counsel, as well as other sources of legal information.
For questions call 1-877-256-2472 or contact us at [email protected]