SuperBrands 96 Category Ranking: OVER THE COUNTER DRUGS

Cough/Cold Allergy Sinus Medication
Private label continues to dominate the category. Warner-Lambert will try to
strengthen its position this year with kids” versions of Benadryl and Sudafed.
Lead Agency, Location Co. Name, Location
Sales (millions)
Media Expenditures (millions)
1 Private Label –

Sales: $480.8
Media Exp.: –
2 Tylenol Johnson & Johnson, New Brunswick, NJ
Saatchi & Saatchi, New York
Sales: $227.9
Media Exp.: $39.8
3 Robitussin American Home Products, Madison, NJ
Lowe & Partners/SMS, New York
Sales: $216.5
Media Exp.: $24.6
4 Benadryl Warner-Lambert, Morris Plains, NJ
Bates, New York
Sales: $158.1
Media Exp.: $27.6
5 Nyquil Procter & Gamble, Cincinnati, OH
D’Arcy Masius Benton & Bowles, New York, NY
Sales: $154.9
Media Exp.: $25.0
Sources Information Resources Inc. (sales); Competitive Media Reporting
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED