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Consumer OTC Drugs

Novartis' reformulated Ex-Lax with senna launching, TV ads breaking Nov. 21.

This article was originally published in The Tan Sheet

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Executive Summary

NOVARTIS EX-LAX WITH SENNA TV ADS TO BREAK NOV. 21 as part of the company's re-introduction of the recently reformulated OTC laxative. On shelves since early November, the new "natural formula" Ex-Lax replaces the original version containing phenolphthalein. Labeling for the reformulated "regular strength" product still carries the familiar tagline "For gentle, dependable overnight relief."

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