Chloraseptic Max ads deemed too “strong”
This article was originally published in The Tan Sheet
Executive Summary
Prestige Brands should change marketing that touts its oral anesthetic products as "The strongest medicine you can get without a prescription," according to the National Advertising Division of the Council of Better Business Bureaus. Consumers could interpret the slogan used in broadcast and print insert ads for Chloraseptic Max lozenges and spray as a claim of superior pain relief, which "is unsupported by the evidence in the record," NAD said May 27. The spray product qualifies to bear a "maximum strength" claim since its 1.5 percent phenol formulation is the strongest allowed by FDA's monograph, but cannot imply superiority over other sore throat relief products, NAD said. Combe Inc., maker of competitor Cepacol, brought the challenge. Prestige said it plans to "adopt more traditional maximum strength parity claims in the future" and use different language to communicate the products' benefits. The Irvington, N.Y.-based firm previously said it is shifting marketing resources toward Chloraseptic and away from less-profitable brands (1"The Tan Sheet" March 16, 2009, p. 9)
You may also be interested in...
Prestige Brands Says Some OTC Brands Will Go, But Major Lines Will Stay
Prestige Brands looks to shed less profitable brands, including personal care products, and shift resources to Chloraseptic sore throat remedies and its other major OTC brands and household lines
Japan Grants Global-First Approval To Zolbetuximab, 15 Other New Drugs
Astellas's first-in class CLDN18.2-targeting antibody receives its first approval worldwide, while crovalimab and a number of drugs for rare diseases also receive nods from regulators and are now awaiting reimbursement price-listing.
Hanmi-OCI Merger Hits Wall As Brothers Win Shareholder Vote, Board Seats
The planned merger of Korea's Hanmi Pharm Group with OCI Group hits a major speed bump as the two sons of Hanmi's founder and other candidates recommended by them secture board seats. But it remains to be seen how the Lim brothers will fulfil their ambitious promises.