The Mentholatum Co. teams up with Ironman

TAMPA, Fla. The Mentholatum Co. on Friday announced its partnership with the Ironman brand on the launch of a Mentholatum Ironman pain relief product line.

“Partnering with Ironman sets apart our line and formulas, calling out strong, effective formulations in a category often confusing to consumers,” commented Todd Cantrell, director of the pain management division at Mentholatum.  ”Consumers who see the Ironman brand on our products will know that they have been formulated to work on the sorest of muscles.”

“We are excited to be adding Mentholatum as an Ironman partner, as the formulas tested very well among our athlete audiences,” stated Bill Potts, VP marketing and business development for Ironman. “If the Mentholatum Ironman Pain Relief products work well enough on the discomfort in the muscles of Ironman athletes – who put in hundreds of miles weekly – they will work great on anyone else experiencing pain from other strenuous activities.”

The new topical analgesics will be available as a topical gel, a continuous spray or a roll-on application. Shipments begin in January, Mentholatum stated.