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Ex-Lax

This article was originally published in The Tan Sheet

Executive Summary

National TV spots for new Milk of Magnesia line will begin airing this quarter, Novartis Consumer Health says. Ad campaign was developed by Grey Worldwide (New York). First full-page FSI for line, dropped April 7, notes products provide "dependable, overnight relief" and are "stimulant free"; a $2-off coupon is included. New Ex-Lax products come in 12-oz. and 26-oz. bottles in mint, raspberry creme and chocolate creme flavors. Pricing is in line with Bayer Consumer Care's Phillips' Milk of Magnesia. Each teaspoon contains 400 mg magnesium hydroxide; labeling recommends children ages 2-5 take 1-3 tsp, children 6-11 take 1-2 tbsp. and people 12 and over 2-4 tbsp

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