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Pediatric Advil Drops

This article was originally published in The Tan Sheet

Executive Summary

Ads will begin in September for the line extension from Advil maker Whitehall-Robins, and include both 15-second spots and tags on current ads. The product, in both grape and fruit flavors, began shipping mid-June. Packaging is similar to that of Children's Advil suspension; the box front shows the silhouette of a sitting baby and a picture of a medicine dropper. Packaging notes the product is for ages two to three years. The product bears standard pediatric directions for use, providing dosing for 24- to 35-pound children between two and three, adding that for children under two, caregivers should consult a doctor...

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