To print: Select File and then Print from your browser's menu --------------------------------------------------------------------------------------- Title: Zantac 75 Non-prescription Strength H2 Blocker Hits Store Shelves URL: http://www.pslgroup.com/dg/7AB2.htm Doctor's Guide April 23, 1996
MORRIS PLAINS, N.J., April 23, 1996 -- Z-Day -- Warner-Wellcome Consumer Healthcare announced today the retail availability of Zantac 75(R) (ranitidine hydrochloride), the non-prescription strength H2 antagonist*, which helps prevent the production of stomach acid for up to 12 hours. Launch orders have already topped $100 million and demand remains strong. "Consumers now have a new option. They can take the non-prescription strength of the world's most-prescribed H2 antagonist*, which studies show suppresses acid production for up to 12 hours**," said Robert Casale, vice president, gastrointestinal marketing, Warner-Wellcome. "Zantac 75 is clinically proven to reduce acid production day or night. This is good news for the millions of heartburn sufferers who may not be satisfied with current OTC heartburn remedies." Zantac 75 (containing 75 mg of the active ingredient ranitidine) is indicated for the relief of heartburn, acid indigestion and sour stomach in adults and children 12 years of age and older. Unlike antacid remedies which neutralize existing gastric acid, Zantac 75 works by reducing the production of stomach acid. The prescription dosage forms of Zantac(R) will remain available for patients' use as recommended by their healthcare professional. Zantac 75 Delivers The prescription heritage of Zantac is already paving the way for the OTC product. Warner-Wellcome shipped more than 23 million boxes for today's launch, the largest Rx-to-OTC switch ever. To commemorate this accomplishment, Warner-Wellcome named April 23, Z-Day. "We're thrilled with the reaction so far. It reflects the strong brand reputation that Zantac has already earned as a prescription product," said Thomas Quinn, vice president sales, Warner-Wellcome. Demand Drives Distribution Due to extraordinary demand, the company orchestrated a sophisticated initial delivery strategy which guaranteed Zantac 75 availability on Z-day in stores nationwide. Orders for display units and initial shelf stock, totaling more than 3 million boxes, bypassed retailers' warehouses and were delivered to 37,000 stores for simultaneous arrival today. The main delivery will use retailers' distribution systems to bring the remaining 20 million boxes of Zantac 75 to stores later this week. To speed Zantac 75 from the loading dock to store shelves, shipping containers were designed to resemble the Zantac 75 package. Brightly colored cartons alerted retail personnel that "Zantac 75 Has Arrived! Open and Display Immediately." "The Medicine You've Been Burning For" The promotional campaign began April 15 with television advertising announcing the April 23 availability of Zantac 75. Consumers then had a chance to experience the commercial through mega-image projection. A spectacular 100 x 90 ft. motion picture image from the commercial, with a fire blazing through the desert, was projected on the country's most famous skyscrapers, buildings and monuments in New York, Chicago and Los Angeles. "We've created an event that not only conveys the excitement of the product, but its relevance in the marketplace," said Robert Collier, president, Technique Mirage-Atlanta. The "Z-light show" continued as a display of "light-bulb graffiti" -- in the shape of the letter Z -- appeared in the windows of landmark buildings including the General Motors building in New York. An extensive advertising and promotion campaign will support the product in stores. Launch advertising began today and will flood the market with messages such as, "The Final Word in Acid Relief," "The Medicine You've Been Burning For" and "Making History Again." Rounding out the launch campaign, a new survey, sponsored by Zantac 75, ranks the most stressful and heartburn-inducing occupations. Police work and teaching were rated as two of the most stressful jobs around. As a result, early deliveries of Zantac 75 were made to more than 7,500 police chiefs and teachers. Zantac 75 is a five-sided tablet, available in 4-, 10- and 20-packs indicated for the relief of heartburn, acid indigestion and sour stomach in adults and children 12 years of age and older. The recommended dose is one tablet taken with water, not to exceed two tablets in 24 hours. Zantac 75 has no drug interaction warnings, and when used as directed, can be taken at the maximum daily dose for up to two weeks. Warner-Wellcome Consumer Healthcare is the joint venture established by Warner-Lambert (NYSE: WLA) and Glaxo Wellcome (NYSE: GLX) to market selected OTC products of both companies and identify and switch certain prescription products that have OTC potential. Joint ventures between the two companies are established in the U.S., Canada, Europe, New Zealand and Australia. NOTE: * Zantac has been the most-prescribed H2 antagonist worldwide for the last five years. ** Acid suppression does not correlate with symptom relief. --------------------------------------------------------------------------------------------- Copyright © 1999 P\S\L Consulting Group Inc. All rights reserved. Republication or redistribution of P\S\L content is expressly prohibited without the prior written consent of P\S\L. 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