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This article was originally published in The Tan Sheet

Executive Summary

Bristol-Myers Squibb launches TV ad in July touting Extra Strength Excedrin as "the headache medicine." Created by New York- based Bozell, the spot maintains that medical research shows that Excedrin is "better" for headaches. The ad features a woman advising consumers that they should not give up McNell's Tylenol for fever, but suggests that headache sufferers should take Excedrin. A Sept. 12 FSI also emphasizes the product's "headache medicine" theme. BMS recently reassigned advertising for three of its Excedrin products from DDB Needham, New York, with Bozell picking up the Extra Strength Excedrin and Aspirin-Free Excedrin accounts ("The Tan Sheet" July 12, In Brief).

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