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Vicks targets women with caring father ads

Published on .

BOMBAY--Procter & Gamble Co. is highlighting fathers' roles in childcare with the latest ad in India for Vicks Vaporub. In the past, ads have shown only women caring for their sick children. Executives say the spot reflects the evolution of the brand and changing roles of its consumers. However, mothers are still the main purchasers of the product and therefore still the target of the ad. P&G is attempting to modernize the Vicks brand through new packaging also.

Copyright October 2000, Crain Communications Inc.

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