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Barnett Labs

This article was originally published in The Tan Sheet

Executive Summary

Begins nationwide radio campaign this summer to promote its one-year-old over-indulgence product XS. Barnett expects the promo to deliver more than 65,000 ads in the second half of 1993 reaching 112 mil. people in 32 major radio markets, equaling 250 mil. store-tagged impressions every four weeks. The XS support program also includes a $ 1 off mail-in rebate for a four-ounce package of XS and powerwings/floorstands featuring buy-one-get- one-free offers. Available in four- and one-ounce sizes, each half-ounce dose contains calcium citrate 1,250 mg, acetaminophen 1,000 mg, magnesium trisilicate 750 mg, calcium carbonate 350 mg and caffeine 125 mg. Directions state: "If you've had enough to drink to cause a hangover, take [a] half fluid ounce. Take a dose upon awakening if symptoms persist".
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