Leap lets go of Lite Ice

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Leap Partnership Wednesday resigned its Miller Brewing Co. business saying the brewer no longer fits "within our strategic plan." The move costs Leap Miller Lite Ice, which Miller said will move back to Leo Burnett USA, Chicago, where Lite resides. Leap, formed by former creatives at DDB Needham Worldwide, Chicago, who worked on Bud Light for Anheuser-Busch, recently picked up major assignments for Cincinnati Bell, Nike and Tommy Armour Golf.

The top-selling U.S. drug, Zantac, received full Food & Drug Administration approval Tuesday to enter the over-the-counter market, joining the crossover antacid fray with Johnson & Johnson/Merck's Pepcid AC and SmithKline Beecham's Tagamet HB. The other brands are receiving media support in the $100 million range; Warner Wellcome Consumer Healthcare said Zantac 75 will receive "competitive" support via J. Walter Thompson USA, New York, after it hits stores by next spring. Pepcid hit stores last spring, while Tagamet made it to shelves by last fall; lawsuits over each other's ad claims broke out. Eli Lilly/American Home Products' competitor, Axid, still awaits FDA OTC approval.

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