Building on a nearly 50-year-old involvement in music, Luden’s is sponsoring some of the country’s largest music festivals to reach a new generation of consumers.

Deals include last weekend’s Fun Fun Fun Fest in Austin, Texas; Boston Calling and Seattle’s Bumbershoot Music & Arts Festival.

Prestige Brands Holdings, Inc. is using the ties to refresh the 135-year-old Luden’s brand. The company—which purchases and revitalizes previously neglected brands—acquired Luden’s from Blacksmith Brands in 2010.

The goal of the campaign: reach a new generation of consumers through music and social media.

The company has its work cut out. Sales of Luden’s fell 3.23 percent in the year-ended Oct. 5, 2014 compared to a 0.65 percent drop in the overall cough drop category, according to IRI, a Chicago-based market research firm.

Mondelez International, Inc.’s Halls dominates the category with 52 percent market share followed by Ricola Inc. with 18.4 percent share. Private label brands own 12.3 percent of the market followed by Luden’s with 7.8 percent share.

The music festivals expand Luden’s music marketing campaign. The brand in 2013 partnered with country music duo Thompson Square as part of its “Voices Worth Hearing” campaign, a fall and winter multi-media content initiative that offered fans a behind-the-scenes peak into the music industry.

“Luden’s is known for soothing voices everywhere. Now we want to celebrate those voices, and what better way to do that through music,” said Albert Hwang, Luden’s vice president of marketing, in a statement announcing the marketing campaign.

Prestige Brands samples at music venues and other locations where there is a need for throat lozenges. Luden’s in 2013 sponsored Festival Miami, around which it distributed product to performers and spectators.

Luden’s activates music festivals with sampling and social media engagement. The brand activated Boston Calling by dangling a $50 gift card and free product to consumers who posted a photo of an on-site “asteroid” on Luden’s Instagram account (@LudenUSA).

Other Prestige brands include Comet cleaner, PediaCare children’s medicine and Goody’s headache powder.

Goody’s in October expanded its long-running NASCAR program with an official sponsorship of driver Dale Earnhardt Jr. in the NASCAR XFINITY Series. The brand will kick off the three-year partnership in 2015.

Sales In The Cough Drop Category
Sales In The Cough Drop Category

Sales at U.S. supermarkets, drugstores, mass market retailers, gasoline/c-stores, military commissaries and select club and dollar stores in the year-ending Oct. 5, 2014, per IRI, a Chicago-based market research firm (@iriworldwide).