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Warner-Lambert's Halls Plus

This article was originally published in The Tan Sheet

Executive Summary

Will be repositioned as a "maximum strength" brand via new packaging to be shipped in the third or fourth quarter of 1993. Covering six SKUs in bags and sticks of honey lemon, mentholyptus and cherry flavors, Halls Plus will now include more menthol, W-L said. The firm plans to back the Hall's line with $ 30 mil. in multimedia ad support, including TV spots featuring the repositioned product that will break in August and continue throughout the cough/cold season. FSIs covering the entire Halls line will appear beginning in October and will continue through February
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