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Whitehall-Robins Healthcare hopes to begin marketing Children's Advil by this year's cold season, when a number of extensions from other brands hit already crowded shelves.

Intending to bring some serious competition to the $250 million children's analgesic segment, Whitehall is waiting for Food & Drug Administration approval.

Young & Rubicam, New York, handles Advil, which will have to receive about $20 million in advertising to keep up with Johnson & Johnson's Children's Tylenol, handled by Saatchi & Saatchi Advertising's Healthcare Connection.

Children's Motrin, introduced last fall by J&J's McNeil Consumer Products Co., was supported by $7.3 million in advertising from Ammirati Puris Lintas.

The new Whitehall product likely will hit at the same time as a number of cough/cold extensions and other products debuting at the National Association of Chain Drug Stores Marketplace Conference in San Diego last week.

Bristol-Myers Squibb Co. unveiled the first extension for its ailing Comtrex brand since 1993, with non-drowsy Deep Chest Cold & Congestion Relief liquigels.

A campaign is expected by late fall from Gotham. The Comtrex brand received $5.5 million in media support in 1995.


Schering-Plough HealthCare Products' 40-year-old Coricidin is moving into liquid nighttime form, hitting stores in August. In 1995, the parent brand got $1.6 million in media ads through Warwick Baker & O'Neill. A radio campaign for the entry hits in November.

Schering is breaking into the $208 million lip balm/cold sore remedy category with Viractin. It will be on shelves by September. Messner Vetere Berger McNamee Schmetterer/Euro RSCG handles.

Also debuting:

Sandoz's TheraFlu in maximum strength nighttime caplets.

Bayer Corp.'s Alka-Seltzer anti-gas liquid gelcaps, shipping now.

J&J's Ultra Sensitive line of baby products and Long Lasting KY vaginal moisturizer.

Colgate Platinum toothpaste with baking soda, from Colgate-Palmolive Co.

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