Marketing in Brief: Del Pharmaceuticals
This article was originally published in The Rose Sheet
Executive Summary
Del Pharmaceuticals: Spending $1 mil. on advertising for Orajel fever blister/cold sore treatment in 1995, according to the company. A new version of the product, Orajel CoverMed Tinted Cream is featured in May issues of People and Cosmopolitan. Available now, the .188 oz. cream costs between $4.89 and $5.49. CoverMed, containing 1% dyclonine HCl, comes in Light and Medium-Dark shades and "conceals and relieves unsightly cold sores," the company states...