SuperBrands 97 Category Ranking: OVER THE COUNTER DRUGS

Cough/Cold, Allergy, Sinus Medication
Sales fell in a category that enjoys little consumer brand loyalty. Liquids and powders continued to gain share at the expense of tablets.
Rank….Brand….. Co. Name, Location
.Lead Agency, Location
…Sales (millions):
…Media Expenditures (millions):
1….Private.label…..–
..–
…Sales: $519.8
…Media Expenditures: —
2…Tylenol………….Johnson & Johnson, New.Brunswick, NJ
..Saatchi & Saatchi, New York
…Sales: $243.3
…Media Expenditures: $55.0
3….Robitussin……Whitehall-Robins, Madison, NJ
..Lowe & Partners/SMS, New York
…Sales: $225.6
…Media Expenditures: $35.7
4….Benadryl………Warner-Lambert, Morris Plains, NJ
..Bates USA, New York
…Sales: $158.6
…Media Expenditures: $30.2
5….Sudafed………Warner-Lambert, Morris Plains, NJ
..Bates USA, New York
…Sales: $151.7
…Media Expenditures: $39.4
Stomach.Remedies
Sophisticated.H2.blockers, such.as.Pepcid.AC.and.Tagamet.HB, have.caused.a.30%.spike.in.category.sales.in.The last.year, forcing.older.brands.like.Mylanta.to.reinvent.themselves.
1….Pepcid.AC…….Johnson & Johnson, New.Brunswick, NJ
..Saatchi & Saatchi, New York
…Sales: $254.1
…Media Expenditures: $62.8
2….Tums…………..SmithKline Beecham, Pittsburgh
..Jordan, McGrath, Case & Taylor, New York
…Sales: $159.6
…Media Expenditures: $28.1
3….Mylanta………..Johnson & Johnson, New.Brunswick, NJ
..Saatchi & Saatchi, New York
…Sales: $149.5
…Media Expenditures: $30.0
4 Private label —

..Sales: $137.6
..Medai.Expenditures: —
5….Tagamet.HB….SmithKline Beecham, Pittsburgh
..Ogilvy & Mather, New York
…Sales: $132.2
…Media Expenditures: $46.7
Analgesics
Ketoprofen products from Bayer and American Home Products were big news to the category. But perhaps not quite as big as Procter & Gamble’s decision to sell its stake in Aleve.
Rank….Brand….. Co. Name, Location
.Lead Agency, Location
…Sales (millions):
…Media Expenditures (millions):
1….Tylenol……….Johnson & Johnson, New.Brunswick, NJ
..Saatchi & Saatchi, New York
…Sales: $808.0
…Media Expenditures: $146.4
2…Private.label….–
..–
…Sales:$600.5
…Media Expenditures: —
3….Advil………… American Home Products, Madison, NJ
..Young & Rubicam, New York
…Sales: $340.3
…Media Expenditures: $93.3
4….Excedrin……..Bristol-Myers Squibb, New York
..Bozell, New York
…Sales: $179.6
…Media Expenditures: $ 49.6
5….Aleve………….Roche/Bayer.joint.venture, Basel, Switzerland
..D’Arcy Masius Benton & Bowles, New York
…Sales: $138.7
…Media Expenditures: $ 69.0
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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