Word: advil
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TALK ABOUT SPLITTING HEADACHES. For both consumers and America's $2.7 billion over-the-counter pain-killer industry, the advertising war between Johnson & Johnson's No. 1 brand Tylenol and American Home Products' No. 2 Advil has begun to feel like a migraine...
...that the newspapers published it without labeling it advertising. Worse, in J&J's view, at the bottom of the ad was a message that Whitehall-Robins Healthcare was underwriting the reprint "as a public service." Not exactly, since it's the unit of American Home Products that makes Advil...
...milder versions of the blockers. At stake as the companies tout these products, say industry analysts, is an additional $1 billion in sales for heartburn medications. "This is a blockbuster," says Paul Kelly, president of Silvermine Consulting Group, in Westport, Connecticut. "It's the most dramatic medical launch since Advil." Two acid blockers, Tagamet HB and Pepcid AC, have begun battling it out for market share, and two more--including the British colossus Zantac in over-the-counter form--will be joining the fray by next year...
...when I did call the next day for an appointment, there wasn't one available until December 22, a day after Winter Break begins. What was I to do in the mean time? The answer was obvious. I really couldn't do anything. I was instructed to remain on Advil, and "feel better...
...ADVIL...