T he M a rk e TTreo is one of the most well-established brands of painkillers and has existed on the market for nearly 50 years. Drugs that relieve pain and reduce fever constitute the largest segment within the category of over-the-counter drugs, both in Sweden and in the rest of the Nordic region. Around 96 percent of the population take some form of over-the-counter painkiller at least twice a year. Half of the Swedish population use it at least once a month and the most common symptoms for treating with painkillers, is headache.

In Sweden, the drugs that relieve pain and reduce fever generate approximately 1.4 bil-lion kronor in sales and the market is char-acterized by fierce competition with over 20 brands. The market leader within the category is Alvedon followed by Treo and Ipren, Ipren being Sweden’s third biggest painkiller.

Until this year, over-the-counter drugs were only sold through the state owned pharmacy monopoly »Apoteket« in Sweden. However,

this changed when the market was re-regu-lated in July – which meant that privately held pharmacy chains were allowed to establish themselves on the market – and deregulated in November 2009 which meant that over-the-counter drugs can now be sold in the grocery retail trade.

achie v eMen T sTreo is Sweden’s biggest selling effervescent tablet and the second largest brand within its segment. Treo has an approximate 21 percent market share in the segment of over-the-counter painkillers, and is simultaneously the fourth biggest brand within the over-the-

counter drugs category for Sweden. Treo has managed to maintain a strong position in Sweden over the years and has a high cred-ibility among consumers. Treo enjoys high brand awareness and is also recognized for its distinctive package design: the tube glimmer-ing in gold and silver metallic.

his T oryThe pharmaceutical Treo was launched in 1962 in Sweden and has since then estab-lished a strong position in the headache segment. The creative expression in printed

as well as moving media has been consistent since 1996. Today 47 years after its launch, Treo remains the Swedes greatest over-the-counter drug solution for headaches.

T he ProducTFor the Swedish population, Treo is known as the effervescent tablet that provides fast and efficient help against headache. Treo is used against all temporary types of headache and fever during cold or flu. Treo has also a widespread usage for migraine.

Since Treo comes in the form of an effer-vescent tablet it is ready to be absorbed by the body after it has been dissolved in liquid.

The effervescent tablet contains Acetyl-salicyclic acid (ASA) which is the world’s first pain-relieving drug for light states of pain. The Acetylsalicyclic acid relieves pain by inhibiting the formation of prostaglandins, the sub-stances that cause ache, pain and fever. The caffeine in Treo reinforces the pain-relieving effect and at the same time has a stimulating action.

Treo comes in two different flavours, Classic (neutral) and Citrus.

recen T de v eloPMen T sJohnson & Johnson Consumer Nordic, which nowadays is the company behind the brand Treo, invests in consumer and market research in order to continuously improve the product – as well as the brand, Treo.

Treo is a well-established product with a long history on the Swedish market and has a loyal user group. Since the launch of Treo, a new taste has been added, Citrus, which was launched in 1988. Recently a Treo 10-pack was launched, a small handy format to keep in the pocket, in the purse or be taken along on a trip.

M a rk e T ingTreo is a well-known brand in Sweden thanks to a long-term communication strategy and a consistent message since 1996. The creative concept »Headaches can come quickly – Treo brings fast and efficient relief«, has been suc-cessful and has among other things led to two awards; the Epica Awards and the Guldägg Diploma.

As the competition within the painkiller category became tougher, Treo’s creative expression continued to develop during 2008, bringing out the advantage of Treo’s effer-vescent tablet with the new slogan »Treo – a quick solution«. The objective was to highlight the rapidity of the effervescent tablet in com-parison to ordinary headache tablets.

Br a nd va lue sThe success of the concept behind Johnson & Johnson Consumer Nordic’s brands Ipren and Treo rests on its continuous and long-term brand building. The strategy has been to establish a clear positioning for the brands: Treo within the headache segment and Ipren as a broad painkiller for all kinds of temporary pain and fever.

Through a solid scientific foundation, continuous product development, and benefit

• Treo isalsoavailableover-the-counter in

Denmark and Finland.

• Treoisthebrandthathasthehighestpenetration

among male users, while women constitute

the dominating user group in the painkiller

segment.

• Thecreativeconcept»headachescancome

quickly – Treo brings fast and efficient relief«

has been successful and has among other

things led to two distinctions, the Epica wards

and the Guldägg Diploma.

• Theeffervescenttabletcontainsacetylsalicylic

acid (ASA) which is the world’s first pain

relieving drug for light states of pain.

Things you didn't know about Treo

focused communication, Johnson & Johnson Consumer Nordic have established two strong and well-known brands within the category of painkillers.

The plan for Treo as well as Ipren is to continue developing the brands and the product offerings. The future success relies on a thorough understanding of the consum-ers’ needs and the ability to meet these needs with relevant products, while Johnson

& Johnson continues to deliver on the strong brand equity.

Treo will continue to deliver alongside what has been the company’s guiding principle for 47 years: being the Swedes best relief for temporary headache.

8 4 s uPerBr a nd s s uPerBr a nd s 85

T he M a rk e TTreo is one of the most well-established brands of painkillers and has existed on the market for nearly 50 years. Drugs that relieve pain and reduce fever constitute the largest segment within the category of over-the-counter drugs, both in Sweden and in the rest of the Nordic region. Around 96 percent of the population take some form of over-the-counter painkiller at least twice a year. Half of the Swedish population use it at least once a month and the most common symptoms for treating with painkillers, is headache.

In Sweden, the drugs that relieve pain and reduce fever generate approximately 1.4 bil-lion kronor in sales and the market is char-acterized by fierce competition with over 20 brands. The market leader within the category is Alvedon followed by Treo and Ipren, Ipren being Sweden’s third biggest painkiller.

Until this year, over-the-counter drugs were only sold through the state owned pharmacy monopoly »Apoteket« in Sweden. However,

this changed when the market was re-regu-lated in July – which meant that privately held pharmacy chains were allowed to establish themselves on the market – and deregulated in November 2009 which meant that over-the-counter drugs can now be sold in the grocery retail trade.

achie v eMen T sTreo is Sweden’s biggest selling effervescent tablet and the second largest brand within its segment. Treo has an approximate 21 percent market share in the segment of over-the-counter painkillers, and is simultaneously the fourth biggest brand within the over-the-

counter drugs category for Sweden. Treo has managed to maintain a strong position in Sweden over the years and has a high cred-ibility among consumers. Treo enjoys high brand awareness and is also recognized for its distinctive package design: the tube glimmer-ing in gold and silver metallic.

his T oryThe pharmaceutical Treo was launched in 1962 in Sweden and has since then estab-lished a strong position in the headache segment. The creative expression in printed

as well as moving media has been consistent since 1996. Today 47 years after its launch, Treo remains the Swedes greatest over-the-counter drug solution for headaches.

T he ProducTFor the Swedish population, Treo is known as the effervescent tablet that provides fast and efficient help against headache. Treo is used against all temporary types of headache and fever during cold or flu. Treo has also a widespread usage for migraine.

Since Treo comes in the form of an effer-vescent tablet it is ready to be absorbed by the body after it has been dissolved in liquid.

The effervescent tablet contains Acetyl-salicyclic acid (ASA) which is the world’s first pain-relieving drug for light states of pain. The Acetylsalicyclic acid relieves pain by inhibiting the formation of prostaglandins, the sub-stances that cause ache, pain and fever. The caffeine in Treo reinforces the pain-relieving effect and at the same time has a stimulating action.

Treo comes in two different flavours, Classic (neutral) and Citrus.

recen T de v eloPMen T sJohnson & Johnson Consumer Nordic, which nowadays is the company behind the brand Treo, invests in consumer and market research in order to continuously improve the product – as well as the brand, Treo.

Treo is a well-established product with a long history on the Swedish market and has a loyal user group. Since the launch of Treo, a new taste has been added, Citrus, which was launched in 1988. Recently a Treo 10-pack was launched, a small handy format to keep in the pocket, in the purse or be taken along on a trip.

M a rk e T ingTreo is a well-known brand in Sweden thanks to a long-term communication strategy and a consistent message since 1996. The creative concept »Headaches can come quickly – Treo brings fast and efficient relief«, has been suc-cessful and has among other things led to two awards; the Epica Awards and the Guldägg Diploma.

As the competition within the painkiller category became tougher, Treo’s creative expression continued to develop during 2008, bringing out the advantage of Treo’s effer-vescent tablet with the new slogan »Treo – a quick solution«. The objective was to highlight the rapidity of the effervescent tablet in com-parison to ordinary headache tablets.

Br a nd va lue sThe success of the concept behind Johnson & Johnson Consumer Nordic’s brands Ipren and Treo rests on its continuous and long-term brand building. The strategy has been to establish a clear positioning for the brands: Treo within the headache segment and Ipren as a broad painkiller for all kinds of temporary pain and fever.

Through a solid scientific foundation, continuous product development, and benefit

• Treo isalsoavailableover-the-counter in

Denmark and Finland.

• Treoisthebrandthathasthehighestpenetration

among male users, while women constitute

the dominating user group in the painkiller

segment.

• Thecreativeconcept»headachescancome

quickly – Treo brings fast and efficient relief«

has been successful and has among other

things led to two distinctions, the Epica wards

and the Guldägg Diploma.

• Theeffervescenttabletcontainsacetylsalicylic

acid (ASA) which is the world’s first pain

relieving drug for light states of pain.

Things you didn't know about Treo

focused communication, Johnson & Johnson Consumer Nordic have established two strong and well-known brands within the category of painkillers.

The plan for Treo as well as Ipren is to continue developing the brands and the product offerings. The future success relies on a thorough understanding of the consum-ers’ needs and the ability to meet these needs with relevant products, while Johnson

& Johnson continues to deliver on the strong brand equity.

Treo will continue to deliver alongside what has been the company’s guiding principle for 47 years: being the Swedes best relief for temporary headache.

8 4 s uPerBr a nd s s uPerBr a nd s 85