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SmithKline Tagamet HB 200 "faster onset of action" ad claims toes judge's line.

This article was originally published in The Tan Sheet

Executive Summary

SMITHKLINE TAGAMET HB 200 TABLETS NOT "STRONGER, JUST FASTER" than J&J/Merck's Pepcid AC, television ads that began airing Nov. 12 claim. Two versions of the ad, one with a male spokesperson and one with a female, are running in rotation to support the launch of SmithKline Beecham's reformulated H2 antagonist stomach medication. The 200 mg single-tablet dose replaces the two-tablet 200 mg dose, which the company says was prone to compliance problems ("The Tan Sheet" Sept. 16, p. 1). The relaunch of "new" Tagamet HB 200 will include a cents-off coupon in free-standing inserts in Sunday, Nov. 17 newspapers. Print advertising likely will not begin until 1997, SmithKline Beecham said.
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