Hogil Efidac 24 brand relaunched with $15 mil. budget; cough/cold extension in works.
This article was originally published in The Tan Sheet
Executive Summary
HOGIL EFIDAC 24 RELAUNCH SUPPORTED WITH $15 MIL. AD BUDGET for media campaign kicking off in mid- April with 15- and 30-second TV spots targeted at allergy sufferers. The ad agency handling the reintroduction of the two 24-hour release cough/cold products is the Consumer Healthworks division of New York City-based Omnicom. The Efidac 24 line includes a pseudoephedrine allergy product and a chlorpheniramine cold product. Hogil purchased the line from Novartis in January.
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