OK, National Companies Capitalize on Vaccine Shortage

Article excerpt

After two months of reports detailing the lack of flu vaccine available this year, some companies are finding ways to fill the void.

The Florida Department of Citrus is running television spots that remind consumers of the health benefits held in a glass of orange juice. Developed by Dallas agency The Richards Group, the health- oriented advertising series started airing in April. The plan calls for increased frequency beginning this month, with supplemental online advertising. The spots promote the benefits of drinking orange juice in relation to colds, heart health, general health and nutrition - and the flu.

Oklahoma City's saniVex Technologies launched a public relations campaign Tuesday touting its disinfectant as a way to lessen the chances of contracting influenza.

saniVex is a powerful weapon against all types of diseases and bacteria, said Bill Towler, chief executive officer of saniVex Technologies. We have many stories from our customers saying that their use of saniVex has significantly decreased the spread of infections and illness.

The makers of Be Kool launched a similar campaign on Monday, promoting their gel sheets to alleviate fever discomfort associated with the flu. A widely-distributed press release began, Sometimes it takes more than a hug for moms to comfort their feverish kids, especially this winter with the shortage of flu vaccine.

The product is available at mass-merchandise stores.

This product has been extremely successful in Japan for over ten years, said Koji Akita, president of Kobayashi Healthcare, which distributes the product. It has been tested in the United States since 1998. Now it is available across America. We are delighted to provide a way for caretakers to prevent children and babies from suffering when they get sick.

But the costly campaigns may be for naught. Ironically, while seemingly every flu remedy purveyor was grasping for attention, the U. …