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Consumer OTC Drugs

Bristol-Myers Squibb

This article was originally published in The Tan Sheet

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Executive Summary

Introducing Excedrin PM in liquid gel form in early September. The line extension is expected to be supported with $10 mil. in solo advertising starting Jan. 1, 1995 that includes a $1-off FSI set for Jan. 22 and a $2.50-refund coupon, according to the company. Pricing for the liquid gels is expected to be on par with the original Excedrin PM

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