Howard to Advertise WearEver To Seniors and Aging Boomers



By Jim Osterman





ATLANTA–Howard, Merrell & Partners in Raleigh, N.C., has been named agency of record for WearEver Health Care Products.





The Rougemont, N.C.-based client manufactures and markets reusable briefs and other incontinence protection products.





Billings are expected to be in the $5-9 million range the first year and grow to $14-15 million in the second, according to the agency.





The client wants to make inroads into the $1.7 billion incontinence market that is growing at a rate of more than 10 percent annually as Baby Boomers mature.





WearEver offers a line of washable, reusable adult briefs that employ the patented Hydrex fabric that pulls moisture away from the wearer and disburses it.





‘It has several advantages (over other adult incontinence products),’ said Chris Hooper, senior vice president and business group director at the agency. ‘It’s not as bulky as a lot of the products out there, and it can be washed and used again.’





The agency is charged with creating television and print advertising for the WearEver product line, which will be sold through major drugstore chains. The client has already reached agreements with retail chains on the East Coast and hopes to have national distribution by next year.





In addition to its adult line of offerings, WearEver also produces products for the pediatric market.





The client could not be reached for comment on the agency selection at press time.





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