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In Brief: SmithKline Beecham's Nicoderm CQ ad

This article was originally published in The Tan Sheet

Executive Summary

SmithKline Beecham's Nicoderm CQ ad: "Pharmacists and doctors prefer the 3-step method" for smoking cessation employed by the company's OTC nicotine patch, claims an ad running in August and September issues of Prevention, Better Homes & Gardens, Ebony, Life, Parenting and Reader's Digest. "The Nicotrol patch comes in a single strength. That means you can't step down your dose," the ad states. Therefore, the "gradual method" is "preferred by doctors and pharmacists by a wide margin," the ad concludes. The preference claim versus McNeil's Nicotrol is based on an internal study at SmithKline Beecham. The ad was designed by Jordan, McGrath Case & Taylor, New York City...

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