Infomercial planned for Rogaine

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Upjohn Co., Kalamazoo, Mich., will test a 28.5-minute infomercial to promote hair-growth product Rogaine Topical Solution to women ages 18 to 45. "For Women Only: What to Do When Hair Gets Thinner" was produced by Kobs & Draft's New York and Chicago offices. The agency also handles the product's advertising.

Cindy Williams, who played "Shirley" on the '80s sitcom "Laverne and Shirley," will host the show and interview hair loss experts, hair stylists and Upjohn Marketing Director Amanda Hutcherson. A toll-free number will provide callers with names of local physicians who treat hair loss.

The infomercial will appear on six syndicated cable outlets: Lifetime, Sci-Fi Channel, Fox Net, Learning Channel, VH-1 and the USA Network. It will also air on local stations in Los Angeles, Detroit, Cleveland and Rochester, N.Y.

Warner Bros. is expected to announce Tuesday at the Licensing Show in New York that its much-talked-about but never officially announced Michael Jordan/Bugs Bunny movie is in production and will hit theaters in late 1996 at the earliest. It's also expected that Ivan Reitman, who directed "Ghostbusters," "Dave" and, most recently, "Junior," will direct the picture, said to be Warner Bros.' version of Disney's "Who Framed Roger Rabbit?" It's also expected that Jordan sponsors McDonald's Corp.--which recently concluded a Warner Bros. "Looney Toons" promotion with Mr. Jordan and other National Basketball Association stars--and Sara Lee Corp. will tie into the film. Negotiations are also said to be taking place with Nike and Gatorade.

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