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Viactiv

This article was originally published in The Tan Sheet

Executive Summary

TV ad for Mead Johnson's chewy chocolate or "mochaccino" calcium supplements breaks nationally the first week of April. Print ads will appear in May issues of consumer books. The ad agency is Foote, Cone & Belding, Chicago. An FSI dropped March 21 includes a $2 refund offer and a 55cent coupon. The insert says the product provides the "calcium you need" and the "chocolate you crave." A shot of the product line notes Viactiv contains "Half the Daily Value of calcium...only 20 calories...vitamins D & K for better absorption and utilization." A yellow flag says "500 mg calcium in each delicious chew!" The tagline is "Be sweet to your bones." The Bristol-Myers Squibb division introduced the product in January ("The Tan Sheet" Jan. 25, p. 25)

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