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Bactine

This article was originally published in The Tan Sheet

Executive Summary

Bayer's topical antiseptics line repositioned as "soothing infection protection." Revamped brand has been modernized, but retains recognizable green cap, red circle on packaging. Pain Relieving Cleansing Spray, Wipes and Protective Antibiotic ointment, which retail for $6.60, $4.74, $4.50, respectively, join Original First Aid Liquid. Wipes are "individually wrapped for convenient first aid anywhere, any time," Bayer says. New products reached shelves in March and are being supported by an ad campaign running through the fall. Ads airing on network, cable TV and running in parenting, women's magazines claim "New Bactine takes the pain out of killing germs." Agency is BBDO New York...
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