Sterling Winthrop's Bayer Select line
This article was originally published in The Tan Sheet
Executive Summary
Five Bayer Select cold and flu products will be added in September to the existing line of five "symptom-specific" pain relievers. Bayer Select advertiser Ayer, New York, will handle the line extensions, which reportedly will be supported with $ 50 mil. in ad and promotional spending. Since launching Bayer Select in September 1992, Sterling has supported the line with three coupon drops in Sunday newspapers, the most recent appearing May 9. The firm said it expects to spend more than $ 100 mil. in promotion during the first market year for the Bayer Select line.