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Ortho Renova ad campaign positioning highlights Rx status, emphasizes results.

This article was originally published in The Rose Sheet

Executive Summary

RENOVA CONSUMER AD POSITIONING SEEKS TO RAISE BENCHMARK OF EFFICACY for skin care products, Johnson & Johnson's Ortho Dermatologics division said. Print ads for the antiwrinkling agent, which was approved in December, describe the product as a "tube of truth" that will effect "real results." Developed by DDB Needham (New York City), the print campaign will begin in mid-June.
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