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Excedrin sampling

This article was originally published in The Tan Sheet

Executive Summary

Novartis is linking its Excedrin to the equity of "Go" and its message of "The Pain Stops. You Don't." in its most recent advertising and marketing campaign for the headache reliever, the company states. In addition to launching new print and TV advertising spots, the firm has initiated a sampling program that "engages our target audience at lifestyle-appropriate venues and locations," Novartis states. The firm is targeting consumers that "meet our demographic of active lifestyles" at "on the go" locations venues including cruise ships, health clubs and coffee shops as well as commuter and college sampling. Novartis acquired Excedrin as part of its purchase of Bristol-Myers Squibb's Canadian Consumer Medicines business in September 2005 (1"The Tan Sheet" Sept. 5, 2005, In Brief)...

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