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This article was originally published in The Tan Sheet

Executive Summary

STERLING HEALTH WILL ADD BACKACHE FORMULA TO BAYER SELECT LINE in a line extension launch scheduled for early fall, the company said. The new line extension will be supported in conjunction with the five Bayer Select symptom-specific, aspirin-free analgesics introduced last year with a first-year promotional budget of $ 116 mil. through November 1993. A multi-media advertising budget of $ 70 mil. is included in that figure. Bayer Select Maximum Strength Backache will be available in bottles of 24 caplets containing 580 mg magnesium salicylate tetrahydrate each. Packaging for the product includes a photographic silver icon of a man clutching his back beside the blue Bayer Select logo. Reportedly, Sterling will price the product at a discount to other OTC backache medications. In addition, Sterling Health has already begun shipping its Bayer Select line of aspirin-free cough/cold products ("The Tan Sheet" May 24, In Brief). Available in 16-caplet boxes, the five symptom-specific cold and flu medications are packaged in color- coded designs similar to the Bayer Select analgesic line. New York advertiser Ayer will handle the account for the entire Bayer Select brand. The five cold and flu products will reportedly be supported by $ 50 mil. in promotional spending, including $ 20 mil. in advertising to begin in September. Sterling has told the trade that promotional plans include an introductory free-standing insert in September that features $ 1 off coupons on each of the five products. November and January 1994 FSIs are slated to follow. Among the new cold and flu medicines is Bayer Select Head & Chest, which contains 325 mg acetaminophen, 100 mg guaifenesin, 30 mg pseudoephedrine, and 10 mg dextromethorphan. The product -- which features a silver image of a woman rubbing her forehead and chest on the package -- is a multi-symptom treatment for nasal and chest congestion, cough, and pain relief. The Bayer Select Night Time Cold product contains 500 mg acetaminophen, 30 mg pseudoephedrine, 15 mg dextromethorphan, and 1.25 mg tripolidine, and acts as a nasal decongestant, cough suppressant, pain reliever, and antihistamine. The package indicates that the product combination is designed "to let you rest," and pictures a sleeping woman. Bayer Select Flu Relief contains 500 mg acetaminophen, 30 mg pseudoephedrine, 15 mg dextromethorphan, and 2 mg chlorpheniramine. Packaging depicts a man in pajamas huddled beneath a blanket, and calls the product "maximum strength medicine." Sterling's Bayer Select Head Cold formula has 500 mg acetaminophen and 30 mg pseudoephedrine per caplet. The "non- drowsy" formula carries indications as a nasal decongestant and pain reliever. The package pictures a woman rubbing her head. Bayer Select Chest Cold contains 500 mg acetaminophen and 15 mg dextromethorphan and touts itself as a pain reliever and cough suppressant. Packaging features an icon of a man clutching his chest. The product promotes itself as "maximum strength medicine."

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