LITTLE, YELLOW, DIFFERENT. Bristol-Myers Squibb Co. once used those three words to advertise its pain reliever Nuprin. But by 2002, another word seemed more apt-vanished. The pharmaceutical company stopped selling its ibuprofen product, tired of trying to outspend competitors Wyeth which markets Advil and Bayer AG Motrin.
Bristol-Myers’ trash was Paul Earle Jr.’s treasure. Earle and his five-employee company, RiverWestBrands, operate as a sort of dead-brand thrift store, buying and selling or licensing discarded trademark portfolios. In late 2002 Earle approached Bristol-Myers about Nuprin, and a year later RiverWest bought the rights to the drug’s name.
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