Barnett Labs
This article was originally published in The Tan Sheet
Executive Summary
Will begin shipping on Oct. 1 XS Hangover Relief Caplets in a peggable 10-caplet box with a fifth panel. XS is currently available in a five-dose liquid SKU, and will be supported by $5 mil. in 1994 advertising, including a seven-month radio campaign that began May 23. The $5 mil. in advertising includes $3 mil. in ad spending devoted entirely to the caplet launch during the fourth quarter. A print ad campaign is planned for the fall in magazines including Us, Rolling Stone, Cosmopolitan and Redbook