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SCHERING-PLOUGH LAUNCHING DRIXORAL COUGH LIQUID CAPS

This article was originally published in The Tan Sheet

Executive Summary

SCHERING-PLOUGH LAUNCHING DRIXORAL COUGH LIQUID CAPS, the "first liquid cap in the cough category," the firm notes in promotional materials to the trade. Schering-Plough HealthCare said that market research for Drixoral Cough Liquid Caps "projects a $ 20 mil. product the first year" and that "no cannibalization is expected since cough is a new symptom for Drixoral." The company predicted that the "portability" of liquid caps "means increased usage opportunities outside the home." Drixoral Cough Liquid Caps contain 30 mg dextromethorphan. Drixoral Cough Liquid Caps will be available in 10- and 20- count packages, as well as in trial boxes of two caps ("pre- priced" at 79"). Packaging emphasizes that the product is "maximum strength," "non-drowsy," "alcohol-free," and provides eight-hour relief. Schering-Plough already markets Drixoral Antihistamine/Nasal Decongestant Syrup, Drixoral Cold and Allergy Sustained-Action Tablets, Drixoral Cold and Flu Extended-Release Tablets, Drixoral Non-Drowsy Formula and Drixoral Sinus. Schering-Plough expects to initiate an "all-out media blitz" to support the Drixoral Cough launch, including "dedicated national TV advertising," according to promotional materials. Warwick, Baker & Fiore, New York, is the advertiser. Consumer promos will include "try it free" displays with tear pads, direct mail samples through clearinghouses such as Carol Wright, 4 mil. coupons packed in other Drixoral and Coricidin products, and 50" in-pack coupons. A Drixoral Cough free-standing insert with a 79" coupon is anticipated to reach 53 mil. households on Sept. 26, and another 79" coupon for Drixoral Cough will be included in a Nov. 7 FSI covering Schering-Plough's entire cold products group. The November FSI is expected to reach 47 mil. households, according to the firm's projections. Schering-Plough also is allocating $ 24 mil. to national advertising for its athlete's foot product line in 1993. Lotrimin AF and Tinactin will be the subjects of television spots beginning in May and running through September. Print ads for the two antifungals are slated for the same period, while radio spots will air in June and again in August-September. Warwick, Baker & Fiore also is handling the Lotrimin AF and Tinactin ad campaigns. A May 2 FSI for Lotrimin AF included a 75" coupon that could also be used as a sweepstakes entry form for a chance to win one of three "Top Performers": a 1994 JEEP Grand Cherokee, a Macintosh IIsi Series home computer or a Total Eclipse 7000 Series mountain bike. A "Top Performers" $ 1.50 in-store refund for Lotrimin AF spans March through June, and will be followed by a "Top Performers" cassette offer beginning in the summer. Consumer promos for Tinactin included "33% more" bonus packs in March-April, and a "Toughest Moments in Sports" promotional campaign beginning in May. The campaign will feature a sweepstakes offer, a $ 1.50 refund on displays and a $ 1 coupon in the June 14 issue of USA Today. A "Toughest Moments in Sports" video offer will follow starting in August, as will another $ 1 coupon in USA Today on Aug. 9. Schering-Plough is in the process of phasing in a new package design for Tinactin, which, according to the company, "improves the overall Tinactin appeal and purchase intent" and "better communicates the Tinactin name." As part of an ongoing public relations campaign for its athlete's foot products, Schering-Plough also plans to provide samples of Lotrimin AF and Tinactin to high school coaches and trainers, as well as to National Football League locker rooms. Lotrimin AF (clotrimazole 1%) is available in cream, solution and lotion form, while Tinactin (tolnaftate 1%) is sold in cream, solution, powder, liquid aerosol, powder aerosol, deodorant powder aerosol, jock itch cream and jock itch spray powder forms.
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