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Dexatrim Natural Introduction Backed With $15 Mil. TV/Radio Campaign

This article was originally published in The Tan Sheet

Executive Summary

TV and radio advertising for Dexatrim Natural Dietary Supplement highlights the product's "dual action" of curbing appetite and helping burn fat by speeding the body's metabolism, Chattem claims.

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Net sales declined 4.6% to $79.6 mil. for the second quarter ended May 31, while earnings rose 6% to $6.1 mil. For the six months, sales slid 2.8% to $142 mil. as earnings rose 2.9% to $9.2 mil. Continuing poor sales of Sunsource supplements affected results, the firm says, along with low Ban antiperspirant sales due to a lack of advertising support until the second-half launch of Ban Naturals. The Chattanooga, Tenn.-based firm describes the launch of Dexatrim Natural as an early success and plans promotional support for the pHisoderm Blemish Patch (1"The Tan Sheet" April 17, p. 12). Chattem will introduce Gold Bond Fragrance Free Lotion in the third quarter, with marketing support in the fourth. The firm recently divested its Norwich aspirin brand to Jacksonville, Fla.-based Monticello Companies

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New Acutrim Natural, a "dietary supplement and weight loss system" extension to the appetite suppressant line, contains no ephedrine, is drug-free and causes no side effects, according to marketer Heritage Consumer Products.

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