Chattem Gold Bond menthol medicated lotion backed by $19 mil. ad budget through 1999.
This article was originally published in The Rose Sheet
Executive Summary
CHATTEM GOLD BOND MEDICATED LOTION $19 MIL. AD BUDGET includes $4 mil. for promotional spots breaking in October and running through the end of December, and $15 mil. for ads in 1999, Chattem said. The campaign, supporting the largest launch in the company's history, will consist primarily of TV commercials on a mix of stations and during a variety of times, according to the company. The firm also plans to run print spots. Designed by Los Angeles-based DFI, the spots emphasize the point of difference between Gold Bond's medicated formula and ordinary lotions, according to Chattem. Triple Action Gold Bond Medicated Lotion and Extra Strength Medicated Lotion "moisturize dry skin, relieve itchy skin and soothe and protect," Chattem said.