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Bayer Aspirin extension

This article was originally published in The Tan Sheet

Executive Summary

Extra Strength Bayer Back & Body Pain "soothes aching muscles and sore backs with the trusted strength of Bayer Aspirin to work effectively at the site of pain," says TV spot for aspirin 500 mg/caffeine 32.5 mg caplet combination. Commercial highlights caffeine as "a special pain relief enhancer," adding: "Nothing works better than Bayer Back & Body. Not Advil; not Tylenol." TV support bearing tagline "move again, pain free" broke week of July 8 for the brand extension, which launched in May and is the only product in Bayer Aspirin line to include caffeine. Firm says back and body pain is the second largest (after headache) and fastest growing pain segment in analgesic category...
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