SuperBrands “96 Category Ranking: OVER THE COUNTER DRUGS

P&G’s Aleve, an over-the-counter version of the prescription arthritis drug
Naprosyn, soared to the No. 5 spot. It is the first new analgesic to enter the OTC
market since ibuprofen in 1984.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions)
Media Exp. (millions)
1 Tylenol Johnson & Johnson, New Brunswick, NJ
Saatchi & Saatchi – New York
Sales: $817.9
Media Exp.: $173.8
2 Private label –

Sales: $575.4
Media Exp.: –
3 Advil American Home Products, Madison, NJ
Young & Rubicam – New York
Sales: $344.4
Media Exp.: $91.8
4 Excedrin Bristol-Myers Squibb, New York
Bozell – New York
Sales: $172.5
Media Exp.: $40.9
5 Aleve Procter & Gamble, Cincinnati
D’Arcy Masius Benton & Bowles – New York
Sales: $144.4
Media Exp.: $36.8
Sources: Information Resources Inc.(sales); Competitive Media Reporting
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED