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PFIZER'S UNISOM SLEEPGELS AD CAMPAIGN

This article was originally published in The Tan Sheet

Executive Summary

PFIZER'S UNISOM SLEEPGELS AD CAMPAIGN from New York ad agency Cline, Davis & Mann is slated to begin the week of Nov. 22. Advertising for the Unisom line extension, a night-time sleep-aid in liquid-filled soft gel capsules, includes both print and professional advertising, 30-second national television spots that will run through the end of 1993, and 15- and 30-second television spots that will run in 1994, Pfizer said. The company said it is budgeting about $ 10 mil. for the Unisom SleepGels ad campaign in 1994. Unisom SleepGels began reaching retail shelves in September and will be Pfizer's primary OTC advertising focus through 1993, the company indicated. In conjunction with the advertising campaign, the firm is supporting Unisom SleepGels with floor stands, sampling programs and FSIs. The sleep gels "maximum strength" formula contains 50 mg diphenhydramine and comes in eight- and 16-count packages ("The Tan Sheet" June 28, In Brief). The Unisom SleepGels ad campaign marks Cline, Davis & Mann's debut in the consumer pharmaceutical market. In September, the ad agency announced the conception of a new OTC unit which, the company stated, will begin official operations concurrently with the Unisom line extension ad launch ("The Tan Sheet" Sept. 20, p. 4). The agency has appointed Rein Luik as director of consumer operations. Cline, Davis & Mann won the Unisom account from New York-based Avrett, Free & Ginsberg. Cline, Davis & Mann's new OTC unit will also handle Pfizer's Ben Gay and Plax mouth rinse accounts, the agency announced. Pfizer and Cline, Davis & Mann are currently planning 1994 advertising strategies for the two OTC products. Cline, Davis & Mann also handles a number of prescription product accounts for Pfizer, including Zithromax, Diflucan, Cardura and Unasyn, as well as professional advertising for Plax.
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