McNeil Consumer Healthcare
This article was originally published in The Tan Sheet
Executive Summary
Tylenol and Motrin marketer plans to launch an ad campaign in early 2001 for newly acquired St. Joseph aspirin brand, targeting older patients seeking low dose therapy and highlighting the product's "cardio-protective" benefits. McNeil announced it had acquired the business from Schering-Plough Healthcare Products for an undisclosed amount Dec. 19. Manufacturing of the Chattanooga-based firm's product will be consolidated into McNeil's facilities. The orange-flavored 81 mg aspirin tablets will join McNeil's rapidly expanding analgesic portfolio, which added products indicated for migraine and menstrual pain in 2000. St. Joseph was heavily promoted in the 1950s and 1960s, but has not had active advertising since the 1980s, McNeil says
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