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In Brief: Novartis Gas-X Liquid

This article was originally published in The Tan Sheet

Executive Summary

Novartis Gas-X Liquid: TV and print ads to begin before the end of February for the recently introduced liquid version of the anti-gas OTC. Packaging for the simethicone product carries the seal "#1...Pharmacist Recommended Brand," citing a 1997 survey. Gas-X Liquid began to reach store shelves in October in cherry cream and peppermint cream flavors and is now reaching full retail distribution, Novartis says. Solid-oral dose Gas-X leads the anti-gas category, with $39.2 mil. in sales in 1997, according to Chicago-based Information Resources, Inc. The company dropped a Feb. 1 nationwide free-standing-insert with $1-off coupons for the liquid formulations and the new 50-count soft-gel version...
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