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McNeil Aflexa

This article was originally published in The Tan Sheet

Executive Summary

"Do what moves you" is the tagline for nationwide TV and print effort for McNeil Consumer Healthcare's glucosamine 340 mg joint care supplement, the company announces May 18. Actress Esther Williams and musician Chubby Checker star in TV spots debuting May 22, while Williams and baseball player Hank Aaron are featured in print ads. The campaign will target women age 50 and older, the Fort Washington, Pa.-based J&J subsidiary says. Aflexa three-a-day tablets, which shipped in April to food, drug, mass and club outlets, are available in a 50-count bottle for $11.99 and 110-counts for $22.99; a 250-count bottle is available only in club stores. The full launch was preceded by test marketing in Florida (1"The Tan Sheet" Feb. 21, p. 3)

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