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BURROUGHS WELLCOME INTRODUCING ACTIFED ALLERGY

This article was originally published in The Tan Sheet

Executive Summary

BURROUGHS WELLCOME INTRODUCING ACTIFED ALLERGY to the trade in December. The daytime/nighttime dosing regimen will be offered in one SKU in boxes with 24 daytime caplets (pseudoephedrine 30 mg) and eight nighttime caplets (pseudoephedrine 30 mg and diphenhydramine 25 mg). Packaging directions recommend that consumers take two tablets every four to six hours during the day and two nighttime caplets at bedtime. The product is intended to complement the company's existing day/night product, Actifed Sinus which was introduced in July 1992. Burroughs Wellcome said it is dedicating $ 6 mil. in 1994 to an advertising program that will feature the new product. The ad agency of record for the existing Actifed line is Now York City- based Backer Spielvogel Bates. Television ads featuring Actifed Allergy are expected to debut in March. The line extension also will be supported by a full- page, free-standing insert expected to reach 45 mil. consumers in Sunday newspapers on April 24. The FSI will feature a $ 1-off coupon. The company is also offering consumers $ 1 IRCs in March. Separately, Burroughs Wellcome expects to highlight its recently launched liquid cap, Sudafed Cold & Cough, in a co- promotion with Ricola cough drops during the 1993-1994 cold season. The marketing collaboration with Morris Plains, N.J.-based Ricola, Inc. will piggyback a 10-liquid-cap package of Sudafed Cold & Cough with a complimentary roll of Ricola cough drops.

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