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Aleve

This article was originally published in The Tan Sheet

Executive Summary

"Easy Open Arthritis Cap" highlighted in new packaging for Bayer's naproxen sodium, marking analgesic's first arthritis sufferer-targeted packaging. One hundred-count bottles with no-lock cap began shipping in February. FSI dropped June 6, 30-second TV spots featuring five-second "Easy Open Cap" tag airing nationwide. Other marketing efforts include "bonus" packs containing 24 extra pills. Labeling, with Arthritis Foundation logo, says bottle is for homes without young children. Whitehall-Robins recently debuted easy-open cap for Advil (1"The Tan Sheet" March 26, In Brief)

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