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Pepcid AC Gelcaps

This article was originally published in The Tan Sheet

Executive Summary

J&J/Merck is promoting the new gelcap form of Pepcid AC (10 mg famotidine) in recently launched TV ads and free-standing inserts. The 15-second TV commercial and FSI both claim, "Just one gelcap controls as much acid as a whole roll of Tums." The FSI, dropped Nov. 14, features a 50[cents]-off coupon and a $2.50 refund offer. The product comes in a "new easy-open bottle," according to the outer carton. J&J/Merck received approval for the gelcap Aug. 5 for both treatment and prevention of heartburn ("The Tan Sheet" Aug. 9, In Brief). The company may promote the product through samples; J&J/Merck applied for exemptions to the OTC labeling rule for sample sizes of the gelcap product ("The Tan Sheet" Nov. 1, p. 4)

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