Ads back Zicam nasal spray launch

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Gel Tech, Woodland Hills, Calif., launches an estimated $10 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 length of a cold; the TV aspect attempts to link a short cold with other short things such as short films and short cuts.

Copyright November 1999, Crain Communications Inc.

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