Maxalt joins crowded field in DRTV promotion

Article Abstract:

Merck and Co.'s Maxalt ventures into the fast-growing category for prescription migraine-relief products that is already occupied by big-spenders Zeneca Pharmaceuticals Inc. with Zomig, and Glaxo Wellcome Inc. for Imitrex and Amerge. Recent approval by the Food and Drug Administration for Maxalt is expected to generate another major marketing promotion. Direct to consumer is reportedly the strategy planned for Maxalt, with New York-based Ogilvy and Mather to handle the program. Meanwhile, competitors Glaxo and Zeneca are not fazed with the new entry, citing that they have already secured a foothold on the market with extensive product lines.

Product introduction, Pharmaceutical Preparation Manufacturing, Acetaminophen-Based Analgesics, Merck & Company Inc., Glaxo Wellcome Inc., Zeneca Pharmaceuticals Inc, Amerge, Imitrex, Maxalt, Zomig

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Year after launch, Smart Nails doubles informercial media spending

Article Abstract:

Smart Nails' media spending is up between 80% and 90% for the product following almost a year after its infomercial launch, says Mercury Media, the Santa Monica, CA-based that has handled the buy since the August debut. Marketed by Santa Monica-based Smart Inventions, Smart Nails has sold roughly 300,000 units at a $29 point price. The product, which recently shifted to retail throughout several independent drug stores, is a nail care system for women that includes a micron crystal file and three micron crystal buffer pads that are designed to create long-lasting high-gloss shine without a polish.

Product information, Sales & consumption, Toilet Preparation Manufacturing, Nail Care Products NEC, Nail care products, Smart Inventions, Mercury Media, Smart Nails

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