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W.F. Young

This article was originally published in The Tan Sheet

Executive Summary

Moves advertising for its Absorbine line to the Ardent Group, Philadelphia from Atlanta-based Van Winkle Associates. The 1994 ad and promotional budget of about $ 5 mil. will include radio spots beginning in January, four FSIs starting on Jan. 23, and medical journal ads. Ardent said that ads will primarily target the 35- plus group for antifungal products in the Absorbine line and the 55-plus population for the topical analgesics. Absorbine line extensions are a possibility for 1995, the advertiser said. Initial plans are to "invigorate" the brand and capture market share, Ardent said.
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