Bristol-Myers Squibb

Will distribute Excedrin samples at post offices in 11 U.S. cities on April 15 to last-minute tax filers as part of the company's "Excedrin Headache #1040" promotion. Kicked off in mid- March with radio promotions in 17 cities advertising a toll-free number for consumers to call for tax advice, the promo will award "tax relief kits" featuring samples and other Excedrin paraphernalia to those callers who present the "most headache causing questions." BMS also will place radio remotes in high- traffic areas in 17 cities through April 15 to give away samples, cash and prizes. In-store sampling and sweepstakes at grocery stores also will commence in April. Handled by Mona Meyer McGrath & Gavin of Minneapolis, the promo included a national free- standing insert released at the end of March with 50" coupons for Excedrin, Excedrin IB, Aspirin Free Excedrin, and Aspirin Free Excedrin PM.