Johnson & Johnson-Merck Consumer Pharmaceuticals Co.: Pepcid Ac Launch campaign
Mariko FujinakaOverview
The U.S. retail market for digestive remedies had long been relatively sedate, with infrequent innovations, but in 1995 the industry was turned upside down as several companies introduced new antacid products. Because the stomach remedies were similar in composition and effectiveness, a brand's image and reputation were instrumental in purchasers' decisions. For this reason competitors waged a massive $300 million marketing war to persuade consumers that their respective medications were superior. The new entrants were poised to boost considerably the $1.12 billion market for acid indigestion, heartburn,...