SuperBrands 96 Category Ranking: OVER THE COUNTER DRUGS

Stomach Remedies
New antacid brands Pepcid AC and Tagamet HB will no doubt transform the category
over the next year. The two are over-the-counter versions of prescription drugs.
Lead Agency, Location Co. Name, Location
Sales (millions)
Media Expenditures (millions)
1 Mylanta Johnson & Johnson, New Brunswick, NJ
Saatchi & Saatchi, New York
Sales: $183.7
Media Exp.: $32.2
2 Tums SmithKline Beecham, Pittsburgh, PA
Jordan, McGrath, Case & Taylor, New York
Sales: $162.8
Media Exp.: $28.9
3 Private Label –

Sales: $130.6
Media Exp.: –
4 Pepto-Bismol Procter & Gamble, Cincinnati, OH
Leo Burnett, Chicago, IL
Sales: $106.3
Media Exp.: $17.5
5 Imodium A-D Johnson & Johnson
Ammirati & Puris/Lintas
Sales: $102.0
Media Exp.: $19.0
Sources: Information Resources Inc. (sales); Competitive Media Reporting
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED