Bayer Relates Feeling ‘Sexy’ To Quick Relief For Allergies In Astepro Allergy Ad Campaign
Marketer Also Fights ANDAs For Generic Copies With Three Patent Litigation Complaints
Campaign featuring actress Meghann Fahy says "allergy sufferers can relieve their allergy symptoms and be more spontaneous in their romantic pursuits.” Ads launch two months after FDA granted tentative approval for two ANDAs for generic equivalents, indicating approval could come pending resolution of patent litigation.
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Astepro Launch And Strong Cold Season Boost Bayer In Q3
The US OTC launch of reclassified nasal spray Astepro Allergy, in combination with “continuously elevated cold incidence rates,” helped to drive up Bayer's Consumer Health sales at a double-digit rate in Q3.
Market Exclusivity Decision Pending For Bayer’s First-In-Class OTC Switch Astepro Allergy
Astepro Allergy’s attributes include being the first steroid-free, antihistamine nasal spray for allergies available OTC in the US and the first indicated for indoor and outdoor allergy relief. An attribute yet to be determined will have most influence on revenue boost for Bayer: three-year market exclusivity.