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Zilactin Baby Teething Swabs

This article was originally published in The Tan Sheet

Executive Summary

Print ads for disposable, pre-medicated swabs are slated to run in July/August issue of American Baby, August-October issues of First Year of Life, Zila Consumer Pharmaceuticals says. Ad campaign, designed by Scottsdale, Ariz.-based L&B, also includes 15-second cable TV spot, mailings to pediatricians, dentists. Sold in boxes of eight for $4.99, the individually wrapped teething swabs contain 10% benzocaine for pain relief with a "special ingredient that produces a cooling sensation on babies' sore gums," Zila notes. Swabs come in "soothing grape flavor" and contain no saccharin, dyes or alcohol. Reaching select stores now, swabs soon will hit food, drug and mass shelves nationwide...

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