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Excedrin QuickTabs launch delay

This article was originally published in The Tan Sheet

Executive Summary

Supplier manufacturing problems continue to postpone launch of Bristol-Myers Squibb's first "melt-in-your-mouth" pain reliever, firm says. Bristol is devising interim marketing plans for other Excedrin products, redesigning QuickTabs launch campaign. Current Excedrin ad agency Bozell Worldwide (New York) will handle QuickTabs market introduction. Product, which contains 500 mg acetaminophen, 65 mg caffeine, will be priced similarly with Excedrin Aspirin-Free and will come in 16- and 32-count sizes...

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