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Advil Liqui-Gels ads begin in September as shipments of new formulation under way.

This article was originally published in The Tan Sheet

Executive Summary

ADVIL LIQUI-GELS ADVERTISING BEGINNING IN SEPTEMBER to launch the latest formulation of the 14-year-old Whitehall-Robins OTC ibuprofen analgesic. The campaign will include both print and TV spots. Advertising for the Advil brand is handled by Young & Rubicam, New York City. Shipments of the Liqui-Gels, which join Advil tablets, caplets, gel caplets and gelatin-coated tablets, began Aug. 3. The liquid gel cap technology for the new product is licensed from R.P. Scherer.
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