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UPJOHN KAOPECTATE II (LOPERAMIDE) AD CAMPAIGN KICKS OFF

This article was originally published in The Tan Sheet

Executive Summary

UPJOHN KAOPECTATE II (LOPERAMIDE) AD CAMPAIGN KICKS OFF with television spots beginning the week of March 15, the company said. The TV ads mark the start of a six-month television campaign for the loperamide addition to the Kaopectate line. The ad campaign, which is being handled by New York City-based Grey Advertising, will have "One Dose Relief" as its slogan, Upjohn said. After six months, the product will be subsumed into line advertising for both Kaopectate products. While Kaopectate II builds on the ethical heritage of the original Kaopectate (600 mg attapulgite per teaspoon), the new product also benefits from the Rx-to-OTC prestige of Johnson & Johnson's 1988 switch, Imodium A-D, the first loperamide anti- diarrheal available to consumers. Kaopectate II packaging prominently bills the product as "original prescription strength." Upjohn began shipping six- and 12-count packages of Kaopectate II in December 1992. The product is marketed only in 2 mg loperamide caplet form. Upjohn is offering the new product at the same price level as J&J's Imodium A-D based on average wholesale price. Like Imodium A-D, Kaopectate II is indicated for diarrhea symptoms. However, Imodium A-D received FDA approval for treating traveler's diarrhea in November 1992 and will be the lone loperamide product that can carry the indication in its labeling until November 1995 under the Waxman/Hatch Act. Upjohn is also gearing up for the advertising launch of Dramamine II, which began shipping Feb. 1. The active ingredient of the new Dramamine product is meclizine HCI. Upjohn said that the print campaign is scheduled to begin in April and run through August. Dramamine II will be promoted in conjunction with the original formula product, but Dramamine II will be "highlighted," according to Upjohn. The company also said that the slogan for both products will be "The First Rule of Travel." Upjohn will promote the line extension as a "less drowsy formula" and longer-acting than Dramamine. The account for the entire line has been assigned to W. B. Doner in Southfield, Mich. Dramamine II is marketed in eight-count packages of 25 mg meclizine HC1 caplets. The recommended dosage is one every 24 hours. The active ingredient in original Dramamine is dimehydrinate 50 mg (in tablets) and 12.5 mg/5 ml (in liquids).
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