An interview with Douglas Momii, National Sales Manager for Solstice Medicine Company, on the launch of its new brand, Ice Taps.

Ice Taps® is a unique, convenient, fast-melting granule taken without water to relieve, refresh and rejuvenate sore throats. Ice Taps is now in store shelves across the U.S. in new packaging by R.BIRD.

Q: What's the story, Doug, behind Solstice Medicine Company and its product lines?

Solstice Medicine Company was established over 20 years ago by Mr. Phillip So. Until recently the company’s primary function was distributing Health & Beauty Care products to alternative markets (ethnic retailers). A few years ago the company made a decision to introduce key products to traditional U.S. Food, Drug, Mass and Convenience retailers. Solstice Medicine Company currently represents over 80 manufacturers and boasts a catalog of over 450 different SKU’s.

Q: Ice Taps is a "Westernization" of an already popular product in Asia. How was the decision made to bring such an unusual product here to the United States?

Solstice Medicine Company’s decision to market Ice Taps in the United States was based on the following factors: A. The product offered a unique delivery system not available in the U.S.; B. The PSE issues created opportunities (shelf space) for exciting new products to be introduced to the cough/cold category.; and C. Strong support from the manufacturer.

Q: One of the original product packages actually featured an image of "Hello Kitty"! How is the product used and known in the Asian market?

Ice Taps was first marketed in Japan in 1964 under the brand name “Clara” (still being sold today under the same name). Through the years, Clara has become popular with Japanese consumers of all ages and is currently utilized by those 3-years of age and up to soothe, strengthen and protect the throat. Clara is currently the #1 selling product in Japan for its category.

Q: How has the new packaging contributed to product development and marketing here in the U.S.?

Developing the right packaging was crucial for Ice Taps because both a new brand and a new delivery system were being introduced to the U.S. consumer. The new packaging effectively communicates what the product does (provide soothing sore throat relief), the Ice Taps brand name, How to use the product and its flavor designations.

Q: What have the challenges been along the way?

The most difficult challenge has been obtaining initial distribution for Ice Taps because Ice Taps is an unproven brand and delivery system offered by Solstice Medicine Company, a new vendor to U.S. retailers.

Q: What is competition for IceTaps?

Ice Taps will be directly positioned against sore throat sprays and lozenges. However, Ice Taps is really in a category of its own as no other throat medicine also utilizes natural herbal ingredients like Echinacea that help keep the body strong.

Q: Where can people go to buy Ice Taps?

Ice Taps should be available at Rite Aid, Albertsons, H.E.Butt, Bi-Mart, Giant Foods, Tops Markets, Lewis Drug, Wegmans, Fairview, AAFES, Bartell Drug, and 7-Eleven in Hawaii.

Q: Are there more East/West product transformations on the horizon from Solstice Medicine Company?

This cold season, not only is Ice Taps being introduced to the American consumer, but Solstice Medicine Company is being introduced to the U.S. retail community. With Ice Taps, Solstice Medicine Company will establish itself as a proficient vendor and looks to launch many other lines in the not so distant future.

Thank you, Doug. If anyone would like to talk with you further about your experience, how might they contact you?

Douglas Momii
National Sales Manager
Solstice Medicine Company
1043 Cesar E Chavez Ave.
Los Angeles, CA 90033
(323) 221-8180
dougmomii@sosusaco.com
http://www.ice-taps.com

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