Taro ElixSure “Spill-Resistant” Cough/Cold Medicines For Children Debut
This article was originally published in The Tan Sheet
Executive Summary
Taro Consumer Healthcare Products will back its new ElixSure line of cough/cold medicines for children with $22 mil. in promotional spending through 2004
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Taro Consumer Healthcare Products will back its new ElixSure line of cough/cold medicines for children with $22 mil. in promotional spending through 2004. Support for the "unique patented spill resistant syrup" will include $10 mil. in print, television and media ads, with 15 TV spots slated to air during the cough/cold season in addition to ads in women's and parenting magazines such as Redbook, People and Parents. Taro also plans to drop two full-page $1-off FSIs in October and January. Other promotional activities will include "eye-popping" floor displays, sampling and detailing to pediatricians, the company said. The generics firm announced the launch of five ElixSure products at the National Association of Chain Drug Stores Marketplace in San Diego June 8-10. The drugs feature Taro's NonSpil liquid drug delivery system, which the firm noted "pours like a liquid but resists spilling." Taro submitted an NDA for the tech-nology in 2002 and holds several patents for the system. In promotional materials, Taro notes "the administration of liquid medicines to children is often a source of frustration for parents, physicians and children" that can lead to "spills, stains and in some cases, a question of the accuracy of the dose." ElixSure "assures dose goes from spoon to mouth without spilling," Taro said. The products also allow children to receive "only the symptom relief [they] need as each formula has only one active ingredient to treat one symptom," materials state. ElixSure Fever/Pain formula with acetaminophen "relieves sore throat pain" and will be available in cherry, grape and bubble gum flavors. The "non-drowsy" cough formula with dextromethorphan will come in cherry bubble gum flavor, while ElixSure Congestion with pseudoephedrine to "relieve stuffy nose & sinus pressure" will be offered in grape bubble gum flavor. The cough and congestion formulas are indicated for children 10 and under, while the fever/pain offering is recommended for kids 12 and under. ElixSure formulas will cost $5.99 per 4 fl. oz. bottle, Taro noted. At the end of 2002, Taro reorganized its U.S. operations into three divisions - Taro Generics, TaroPharma and Taro Consumer Healthcare Products. The consumer healthcare unit "was formed to market proprietary OTC products directly to consumers," Taro explained. |