Tylenol gelcaps
Executive Summary
McNeil promoting acetaminophen line extension through TV and print consumer ad campaign created by Saatchi & Saatchi Compton. Company is supporting the ads with physician and consumer sampling. Launched in May, the gelcap, or pill with gelatin coating, formulation is about one-third smaller than the discontinued Tylenol caps. Gelatin coating is supplied by Lilly.
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