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Consumer OTC Drugs

Abbott

This article was originally published in The Tan Sheet

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Executive Summary

Launches Pedialyte oral electrolyte maintenance solution in bubble gum flavor Aug. 2. Packaged in one liter bottles, the pink- colored product is targeted to three-to-six year old children. The bubble gum flavor will carry the same price as other Pedialyte fruit-flavored and unflavored maintenance solutions. The line extension also includes directions in Spanish. Abbott is supporting the launch with over 1 mil. $ 1 coupons and 500,000 trial size product samples distributed through health care professionals. Additional advertising will be aimed at pediatricians, nurses and pharmacists.

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This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

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