J&J's TYLENOL DEFENSIVE STRATEGY TO COUNTER ALEVE
This article was originally published in The Tan Sheet
Executive Summary
J&J's TYLENOL DEFENSIVE STRATEGY TO COUNTER ALEVE includes a TV ad associating naproxen sodium with NSAID-related stomach upset. The ad, which began airing July 5, states that "to some degree, every one of these [NSAIDs], including the latest one with naproxen sodium, can cause the side effect of stomach irritation....Tylenol is definitely gentler for your stomach." New York City-based Saatchi & Saatchi developed the ad.
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J&J's TYLENOL DEFENSIVE STRATEGY TO COUNTER ALEVE includes a TV ad associating naproxen sodium with NSAID-related stomach upset. The ad, which began airing July 5, states that "to some degree, every one of these [NSAIDs], including the latest one with naproxen sodium, can cause the side effect of stomach irritation....Tylenol is definitely gentler for your stomach." New York City-based Saatchi & Saatchi developed the ad. To counter the introduction of Procter-Syntex' longer-lasting Aleve pain reliever, J&J subsidiary McNeil Consumer Products recently launched Tylenol Extended Relief ("The Tan Sheet" June 20, p. 5). The new Tylenol product offers consumers "up to eight hours" of pain relief. McNeil began shipping in mid-July and said the product is available on shelves now. McNeil is understood to be telling the trade that the company will support the launch of Tylenol Extended Relief with $40 mil. in national TV and print advertising. An estimated three TV commercials will run per day, a McNeil spokesperson said. The company is also said to be promoting the product with an extensive sampling program that begins this month. Approximately eight million samples are expected to be distributed to professionals and 100 million samples circulated to consumers through the mail and in stores. In addition, McNeil is expected to support the launch of Tylenol Extended Relief with an aggressive coupon program and FSIs beginning on Aug. 28. |