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In Brief: Schering-Plough's Correctol

This article was originally published in The Tan Sheet

Executive Summary

Schering-Plough's Correctol: Company running informational TV ads highlighting the fact the OTC laxative brand does not contain phenolphthalein. The national ads, designed by New York City-based Messner, Vetere, Berger, McNamee, Schmetterer/Euro RSCG, include "an important message from Correctol for every woman who uses a laxative." The ad continues: "Most Ex-lax products are being withdrawn from the market" because FDA has proposed a ban on phenolphthalein, "the active ingredient found in most Ex-lax products." The "safe alternative" is Correctol, the ad says, containing the "number one doctor recommended ingredient" (a super flashes "among stimulant laxatives"). Correctol is "Still gentle. Still effective. Still safe," the ad concludes, with the super: "Use as directed"...

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