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CHATTEM LAUNCHING MAXIMUM STRENGTH FLEX-ALL 454

This article was originally published in The Tan Sheet

Executive Summary

CHATTEM LAUNCHING MAXIMUM STRENGTH FLEX-ALL 454, supported by $ 3 mil.-worth of television ads beginning Oct. 1, the company said. Handled by the Los Angeles-based agency Peachtree Creek, the TV spots will feature professional athletic trainers and former New York Jets quarterback Joe Namath, who has served as spokesperson for the Flex-All 454 brand. The new topical analgesic gel contains 16% menthol in an aloe vera base, which Chattem calls the "maximum dosage allowable." Flex-All 454 contains 7% menthol. Couponing for Maximum Strength Flex-All 454 will include over 55 mil. 50 " coupons to be distributed starting Oct. 31. Overall, Chattem expects to drop approximately 70 mil. coupons for the gel beginning in September. In July, Chattem plans to begin shipping the product to the trade along with three displays offering $ 1.50 rebates. Maximum Strength Flex-All 454 will come in two sizes, 1.5 ounces and 3 ounces, with a cost to retail of $ 2.70 per 1.5-ounce bottle and $ 4.05 per three-ounce bottle. A Maximum Strength Flex-All 454 floorstand display will carry 27 three-ounce packages, while a "sidekick" display will contain 24 three-ounce packages. A 12-piece counter display will include eight 1.5-ounce packages and four three-ounce packages. Based on consumer testing by over 500 topical analgesic users, Chattem claims that Maximum Strength Flex-All 454 "absorbs quickly," "penetrates deeply," "works fast," "provides soothing sensation," "helps relax muscles," and "provides long-lasting relief," according to promotional materials. Packaging for the new product emphasizes that it is "greaseless," "stainless" and has a "vanishing scent." Chattem said that Maximum Strength Flex-All 454 can be used to alleviate arthritis, tendonitis, bursitis, backaches, strains and sprains. Chattem estimated the topical analgesic market -- including Pfizer's Ben-Gay, Thompson Medical's Aspercreme, and Chattem's Icy Hot -- at around $ 200 mil. The firm noted that Flex-All 454 was the "largest-selling product" in its category for 1992 on the strength of a 27% sales increase, and was the most heavily advertised product in the category during 1990-1992.

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