Executive Summary

Sucrets line extension Sucrets Complete is the first reformulation of the 75-year old brand in at least 10 years, according to Insight Pharmaceuticals President & CEO Jeffrey Nugent. The Blue Bell, Penn.-based firm announced the launch of the multi-symptom cough/cold lozenge Sept. 27. With dyclonine, zinc and vitamin C, Sucrets Complete has the "optimal combination of ingredients to satisfy consumer needs," Nugent said. "This is the biggest news, the biggest idea in this category in 25 years." The launch is "the first stage in a complete brand revitalization program" as the company strives to reinforce its message that Sucrets is a "serious solution" for cough, cold and sore throat symptoms. The firm will promote Sucrets Complete through a multimedia advertising campaign involving print and radio ads, scheduled to launch in the mid-October. Available in two flavors, Vapor Cherry and Cool Citrus, Sucrets Complete will retail for $3.49-$4.99...