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Novartis

This article was originally published in The Tan Sheet

Executive Summary

New Tavist Sinus Maximum Strength Gelcaps "non-drowsy" analgesic/nasal decongestant promoted in Oct. 18 free-standing insert. The acetaminophen/pseudoephedrine product promises "fast relief of sinus symptoms," labeling says, listing "Sinus & Nasal Congestion," "Sinus Pain & Pressure" and "Sinus Headache." The box also bears a gold seal stating "Proven Relief." The FSI is tagged "Be clear-headed, clear through the day" and offers a $1-off coupon. The product sells for the average retail price of $4.50 for 24 gelcaps. Novartis also is launching Maximum Strength TheraFlu Flu, Cough & Cold Medicine and Sore Throat & Cough in cherry flavor containing acetaminophen, dextromethorphan, pseudoephedrine and chlorpheniramine maleate. The tagline for the new products is "Instant Comfort. Powerful Relief." The six-packet products sell for a $4.40 average retail price. All three of the new products began shipping nationwide July 27. The ad agency is Jordan McGrath Case
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