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In Brief: Ex-Lax reformulation

This article was originally published in The Tan Sheet

Executive Summary

Ex-Lax reformulation: Novartis running informational, public service-type ads beginning in early October notifying consumers of the reformulation of the laxative product with senna. The product is being reformulated in response to FDA's Aug. 29 proposed rule banning the OTC sale of phenolphthalein ("The Tan Sheet" Sept. 1, p. 1). The ad, designed by New York City-based Grey Advertising, features a spokesperson discussing what consumers can expect, where they can obtain coupons and a 1-800 number to request information. No print ads will be run as part of the pre-launch campaign. A promotional campaign will begin closer to the launch date for the revamped product, which the company said would be on shelves by the beginning of November...

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