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Published on .

Newly over-the-counter Zantac 75 formally hit the market last week with a $100 million marketing campaign. The advertising from J. Walter Thompson USA, New York, features actor Brian Dennehy. Warner Wellcome Consumer Healthcare expects OTC sales of the acid blocker, already the world's best-selling prescription drug, to make it the world's leading OTC drug marketer by the year 2000. As part of the launch, Warner Wellcome used a new projection system to i lluminate buildings with a 10-story-tall Z in five cities.
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