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.
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