Upjohn’s Rogaine

Executive Summary

Advertising campaign aimed at women will include television ads beginning Jan. 6 on both cable stations and local affiliates, Upjohn announces Jan. 3. The TV spots will show a female news reporter encouraging women to "get the story about Rogaine with minoxidil" by calling a toll-free phone number. Callers will receive a brochure and videotape, plus a $10 certificate toward a doctor's visit. Two-page print ads will debut in February issues of Woman's Day, Cosmopolitan, Vogue, People and Us. Upjohn estimates that 20 mil. women in the U.S. currently experience some degree of hair loss.