Chattem and Shaq
This article was originally published in The Tan Sheet
Executive Summary
Chattanooga, Tenn.-based firm will ship the new Icy Hot Sleeve in April 2004, firm announces Dec. 19. The patent-pending "flexible material product...uses mild compression to deliver Icy Hot medicine to flexible joints such as knees, elbows, wrists and ankles" and will come in two sizes to accommodate the different joints. NBA star Shaquille O'Neal has agreed to participate in two new commercials for the Icy Hot extension. Chattem's Icy Hot business has been up 25% since the firm signed O'Neal to promote the line (1"The Tan Sheet" March 24, 2003, In Brief). Retailer acceptance of the Icy Hot extension has been "excellent," the firm adds. During a same-day call, CEO Zan Guerry touted the sleeve as a potential "home run ball...which means it can reach $15 mil. or more in sales"...