Tylenol 8 Hour Advertising Campaign Slated For Late Spring Launch
This article was originally published in The Tan Sheet
Executive Summary
Advertising for McNeil Consumer & Specialty Pharmaceuticals' new Tylenol 8 Hour will begin in May and use "all available media," including TV, print and radio, according to the firm
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Advertising for McNeil Consumer & Specialty Pharmaceuticals' new Tylenol 8 Hour will begin in May and use "all available media," including TV, print and radio, according to the firm. Saatchi & Saatchi (New York) is overseeing the campaign. McNeil noted it will support the analgesic with "an extensive consumer promotion plan that includes FSIs to promote the launch." Tylenol 8 Hour is essentially a repositioned version of Tylenol Arthritis Pain. Like Arthritis Pain, 8 Hour employs a bi-layer geltab technology, which contains 650 mg acetaminophen. Directions for Tylenol 8 Hour will be similar to that for Arthritis Pain, directing consumers to "take two caplets every eight hours with water. Swallow whole - do not crush, chew or dissolve. Do not take more than six caplets in 24 hours. Do not use for more than ten days unless directed by a doctor." McNeil noted that while Tylenol Arthritis Pain has done well, it "has been virtually untouched by consumers under 45 and those with non-arthritic pain." As a result, McNeil said it decided to leverage "the same technology to deliver an all-day product to meet the long-lasting muscle aches and pains of younger consumers." Advertising for Tylenol 8 Hour likely will target younger, non-arthritic consumers as well, the firm said. Tylenol Arthritis Pain was introduced in mid-2000 following FDA's approval of its supplemental NDA (1 (Also see "Tylenol Arthritis Pain Name/Claims Change To Be Reflected In Future Ads" - Pink Sheet, 11 Dec, 2000.), p. 21). Reaching store shelves April 14, Tylenol 8 Hour is available in 20-, 40- and 80-count geltab SKUs retailing for $3.99, $6.99 and $9.99, respectively. McNeil also plans to launch 24-, 50-, 100- and 150-count caplet SKUs costing about $3.99, $6.99, $9.99 and $12.99, respectively, in August. Packaged in a red box with Tylenol 8 Hour written in white and blue, the product is indicated for "up to eight hour relief of minor muscular aches and pain." Extra Strength Tylenol, which contains 500 mg acetaminophen per pill, is labeled as providing "pain relief for four to six hours." |