Aleve Cold & Sinus Bolstered By $19 Mil. Ad Spend
This article was originally published in The Tan Sheet
Executive Summary
Bayer Consumer Care's Aleve Cold & Sinus - "the only brand that can provide all day relief of pain and nasal congestion with just one pill" - will arrive on food, drug and mass shelves nationwide in August. The launch comes nearly nine months after FDA approval.
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Andrx
Company's extended-release pseudoephedrine technology licensed by Bayer Consumer Care for its Aleve Cold & Sinus product, which launched in August and will be backed by a $19 mil. ad spend beginning in mid-September (1"The Tan Sheet" June 5, p. 6). While the Fort Lauderdale, Fla.-based firm has an agreement with Bayer to work on another undisclosed OTC, Andrx said the project is on the back burner as both companies reevaluate how to focus their energies
Bayer Aleve Cold & Sinus
FDA grants the line extension three years of Hatch/Waxman marketing exclusivity, expiring Nov. 29, 2002. The 220 mg naproxen sodium/120 mg pseudoephedrine hydrochloride combo approved by FDA Nov. 29 has not yet launched (1"The Tan Sheet" Dec. 6, 1999, p. 3)