SB Nicorette Orange Ad Support Begins In November
This article was originally published in The Tan Sheet
Executive Summary
SmithKline Beecham expects to introduce Nicorette Orange in drug stores, mass market outlets and supermarkets nationwide near the end of October.
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SmithKline Beecham expects to introduce Nicorette Orange in drug stores, mass market outlets and supermarkets nationwide near the end of October. The company received FDA approval for the new flavor of its nicotine polacrilex gum Sept. 25. The line's other flavored offering - Nicorette Mint - has been available since January 1999 following approval Dec. 23, 1998 (1 (Also see "Nicorette Mint Flavor Nicotine Gum To Offer Brand Advantage" - Pink Sheet, 18 Jan, 1999.)). SmithKline submitted supplemental NDAs 18-612/S-028 for a 2 mg version of Nicorette Orange and 20-066/S-010 for a 4 mg strength on Feb. 21 and contacted the agency three times during its review, on July 11, July 26 and Sept. 19. Labeling will be nearly identical to that of Nicorette and Nicorette Mint. FDA notes in the approval letter that "adequate data" are available to support 36-month expiration dating for the 2 mg gum, but does not refer to similar data for its 4 mg counterpart. The two new products will not be granted marketing exclusivity, the agency said. SB will support the second line extension to its Nicorette brand with consumer advertising beginning in early- to mid-November. The ad agency of record is Jordan McGrath Case & Partners (New York City). Upcoming promotional events will include "The Great American Smokeout" Nov. 16. The orange-flavored option should help SB maintain its strong market share in the smoking cessation category. The firm launched the mint extension a few months prior to the introduction of private label nicotine gum, and saw Nicorette sales jump 8% the following quarter (2 (Also see "SmithKline Nicorette Mint Spurs Gum Sales 8% In Second Quarter" - Pink Sheet, 26 Jul, 1999.)). Watson Pharmaceuticals debuted its generic smoking cessation gum in April; the private labeler currently does not offer a flavored version. SmithKline's smoking cessation franchise, as well as Glaxo Wellcome's, are being examined by the Federal Trade Commission as part of the agency's review of the firms' proposed merger. SB also markets NicoDerm CQ transdermal patches and Glaxo sells Rx Zyban (bupropion). |