In Brief: Aleve "value message"
This article was originally published in The Tan Sheet
Executive Summary
Aleve "value message": New TV/print ad campaign for P&G's Aleve states that the product costs "half as much" as McNeil's Extra-Strength Tylenol and Whitehall-Robins' Advil based on a comparison of dosage per hour. Consumers are directed to take one Aleve caplet or tablet every eight to 12 hours, compared to Advil, which recommends one caplet or tablet every four hours and Tylenol, which recommends two every four to six hours. Television ads have been running nationwide since December and print ads since November. The ad agency is Darcy Masius Benton & Bowles in New York City...