Marketing Firm XL Alliance Named 2014 MM&M Award Finalist for "Best Multicultural Campaign" for Caladryl®

NEW YORK, Sept. 2, 2014 /PRNewswire/ -- XL Alliance, an independent agency with a management team of former corporate clients and recognized healthcare experts, was announced as a finalist for the Medical Marketing & Media (MM&M) Awards in the category of "Best Multicultural Campaign." The MM&M Awards are judged with the utmost independence and authority. Finalists are determined after two comprehensive rounds of scoring by more than 100 independent industry judges.

Nominated for "Besito: How a Little Kiss Rekindled the Love for Caladryl Among Latina Moms in the U.S.," a campaign for Valeant Consumer Products, a division of Valeant Pharmaceuticals North America LLC, XL's engaging storytelling approach to television and digital caught the attention of the judges.

Considering the brand's strong equity and legacy with Hispanics in the U.S. and Latin-American heritage, coupled with the rapid growth of this consumer segment, Caladryl made a strategic decision to focus more clearly on the Hispanic community in 2013.

"We are honored to be finalists alongside such a high caliber of nominees and a who-is-who panel of agencies," said Liliana Gil Valletta, Managing Partner and CO-Founder of XL Alliance and a former Johnson & Johnson executive. "We praise Valeant's leadership in recognizing the power of the Hispanic market as a source of incremental growth to revive the brand's emotional benefit to American moms. We feel strongly the market opportunity combined with our unique multicultural, digital and healthcare capability have translated into a fresh take into the brand's story and emotional connection to moms, particularly Hispanic."  

The campaign, which included a 15-second TV spot, a revamped bilingual and mobile-friendly website, www.caladryl.com, and other in-market executions.

The gold and silver winners for the MM&M awards will be announced October 2 at Cipriani in New York.

About Caladryl® 
CALADRYL® Anti-Itch Lotion is a skin protectant and topical analgesic drug product. It temporarily relieves pain and itching associated with rashes, insect bites, minor skin irritation and minor cuts; and dries the oozing and weeping of poison ivy, poison oak, and poison sumac.

About XL Alliance, LLC
XL Alliance is an independent multicultural marketing agency under the leadership of a management team made of 100% former corporate clients now serving clients. With offices in New York, Denver and Los Angeles and satellite teams in Colombia and Peru, XL offers business strategy and consulting, marketing services, digital, retail excellence and Public Relations; all under their proprietary model of Cultural Intelligence™. With over a dozen countries represented and six languages spoken, XL offers the insights and experience required to win in today's highly diverse America. XL works with recognized brands like Kroger, Post Foods' Honey Bunches of Oats, L'Oreal Luxe, Valeant Pharmaceuticals and Jagermeister, among others. To learn more about XL, visit www.xlalliance.com.

SOURCE XL Alliance, LLC