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SHORTER IS BETTER

Published on .

Gel Tech launches an estimated $10 million to $15 million national TV, print and radio effort this week for its new Zicam nasal spray, billed as a way to lessen the effects of the common cold. The campaign, from Kovel/Fuller, Los Angeles, focuses on Zicam's ability to shorten the duration of a cold; TV creative attempts to link a short cold with other short things such as short
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