Chattem stock jumps 71.2% in first quarter; firm building Ban with $14 mil. ad spend.
This article was originally published in The Rose Sheet
Executive Summary
CHATTEM FOCUSING ON BAN BUY WITH $14 MIL. ADVERTISING CAMPAIGN for 1998, including television spots and some print ads, as part of a plan to revitalize the venerable brand and pump up Chattem's image as a mid-size company willing to back its acquisitions with marketing muscle. By comparison, former Ban marketer Bristol-Myers Squibb spent about half that on Ban advertising last year. The new TV spots for the deodorant/antiperspirant products, targeting a younger, more contemporary audience than Ban's traditional customer, will break in May. Tagged "Nonstop. Just like you," the spots depict men and women in "everyday activities," such as going to work or the gym. Los Angeles-based DFI designed the campaign.