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In Brief: Maalox

This article was originally published in The Tan Sheet

Executive Summary

Maalox: Ciba Self-Medication kicks off $50 mil. media, promo and public relations campaign with TV commercials launching June 27. Free-standing inserts follow in June 30 Sunday newspapers. Ads focus on "the unpredictability of heartburn," contrasting "One Minute Maalox" with SmithKline Beecham's Pepcid AC, which Ciba claims "could take over 45 minutes to start working." Ciba acquired the Maalox line from Rhone-Poulenc Rorer last year ("The Tan Sheet" Jan. 2, 1995)...
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