Pfizer
This article was originally published in The Tan Sheet
Executive Summary
Plans to launch Desitin Daily Care by the end of the year. Pfizer is dedicating $ 5.5 mil. in media support for the "light formula" diaper rash prevention treatment designed to be used after each diaper change. TV ads will debut in early November on daytime TV and continue intermittently through 1994. Pfizer also will air ads in Spanish on the Telemundo and Univision networks. The company plans to distribute 3.8 mil. samples and brochures to new mothers through hospitals and another 2.4 mil. samples and brochures through a "first birthday program." Samples also will be provided to pediatricians and day care centers.
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