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In Brief: Cepacol

This article was originally published in The Tan Sheet

Executive Summary

Cepacol: J.B. Williams says it plans to devote $4.5 mil. to support advertising and promotions of a revamped Cepacol sore throat line. The radio, consumer print and professional journal ads will highlight a newly launched maximum strength Sore Throat Spray in menthol and cherry flavors, and a reformulated Cepacol lozenge line that includes maximum-strength (benzocaine/menthol) and regular-strength (menthol-only) lozenges in mint and cherry flavors...
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