Bristol-Myers Squibb
This article was originally published in The Tan Sheet
Executive Summary
Introducing Excedrin PM in liquid gel form in early September. The line extension is expected to be supported with $10 mil. in solo advertising starting Jan. 1, 1995 that includes a $1-off FSI set for Jan. 22 and a $2.50-refund coupon, according to the company. Pricing for the liquid gels is expected to be on par with the original Excedrin PM