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Osteo-Bi-Flex

This article was originally published in The Tan Sheet

Executive Summary

Ad campaign highlighting new products, packaging of joint health care line to debut April 16 with 30-second TV spots, Rexall Sundown says. Ad agency Crispin Porter Bogusky (Miami) also has designed print ads, which will break in May issues of active lifestyle magazines such as Arthritis Today, Remedy, Golf Digest and Walking. Ads will carry tagline: "Does the bed creak when you get up in the morning, or is that just you?" and suggest consumers "give...joints precisely what they need: A little peace and quiet." Royal Numico subsidiary expects revamped line to broaden brand's appeal; firm has introduced triple-strength formulation of Osteo-Bi-Flex as well as Bone & Joint Care Formula (1"The Tan Sheet" Jan. 22, p. 12)
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