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In Brief: Excedrin Migraine

This article was originally published in The Tan Sheet

Executive Summary

Excedrin Migraine: Full-page ad in Feb. 6 issues of major newspapers, including USA Today, the Wall Street Journal and the New York Times, states: "Clinical research has just proven that the formula in Excedrin actually relieves migraine pain. And because of the distinct nature of migraines, the FDA worked with Excedrin to develop a different package with specific information for migraine sufferers. So now next to Excedrin, there's a new package -- same medicine -- called Excedrin Migraine." The ad shows a package of Excedrin Extra Strength adjacent to the migraine product. The tagline reads: "Excedrin Migraine. The only non-prescription medicine approved for migraine pain relief." New York City-based Bozell Worldwide is handling the account. FDA approved the aspirin/acetaminophen/caffeine analgesic for the new indication of "treatment of mild to moderate migraine pain" Jan. 14. The new version is slated to be in stores by late March ("The Tan Sheet" Jan. 14, pp. 1-5)...
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