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Pharmaceuticals: OTC

For OTC, Things Are Just A-OK

By Michael Applebaum

While the prescription-drug industry has been licking its wounds of late, things seem far healthier in drugstore aisles. Over-the-counter remedies posted respectable gains last year. The best performance belonged to private-label OTC brands—clearly, a function of the consumers' desire to save money during the recession that economists have yet to call a recession.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

ALLERGY / COLD MEDICINE

1. Private Label

N/A

485.70

N/A

2. Claritin / Schering-Plough

Euro RSCG Tonic / New York, NY

147.1

95.30

7.04

6.39

3. ClaritinD / Schering-Plough

Euro RSCG Tonic / New York, NY

145.5

42.8

6.76

6.18

55.8

4. Benadryl / Pfizer

JWT / New York, NY

137.9

48.5

7.3

7.33

66.2

5. Mucinex / Adams

In-house

132.8

85.6

7.26

6.99

61.7

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

STOMACH/ANTACIDS

1. Prilosec OTC / P&G

Publicis / New York, NY

388.70

85.50

6.86

44%

5.93

54.5

2. Private Label (antacids)

N/A

141

N/A

3. Zantac 150 / GSK

Cramer-Krasselt / Chicago, IL

75.3

44.6

6.54

5.79

4. Pepcid AC / Merck

Alchemy / New York, NY

60.9

1.2

6.49

5.84

52.6

5. Pepcid Complete / Merck

JWT / New York, NY

56.4

26.9

6.49

5.84

52.6

Brand/Parent Company

Lead Agency/Location

Total Sales ($ millions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

ANALGESICS

1. Private Label

N/A

479.70

N/A

2. Advil / Wyeth

Grey Global Group / New York, NY

300

68.50

7.57

7.76

69.7

3. Tylenol / J&J

Deutsch / New York, NY

287

34.1

7.5

7.58

68.5

4. Tylenol PM / J&J

Deutsch / New York, NY

196

24.8

7.5

7.58

68.5

5. Aleve / Bayer

Energy BBDO / Chicago, IL

178.2

98.9

7.41

7.16

65.3

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Sources: IRI/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)
Quality, Familiarity, Purchase Intent, Equity are based on all products for respective company.

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