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Pharmacia & Upjohn Rogaine TV ad features user testimonial, appeals to "average guy".

This article was originally published in The Rose Sheet

Executive Summary

ROGAINE ADS WITH "REGULAR GUY" USER TESTIMONIAL responds to consumers who have told Pharmacia & Upjohn, marketer of the OTC hair regrowth treatment, that they wanted advertising to show a "real user" of the product. The 30-second ad, designed by New York City-based Grey Advertising, began airing Feb. 1 on network prime time, cable sports and late night programming.
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