Johnson & Johnson-Merck Consumer Pharmaceuticals Co.: My Doctor Said Mylanta campaign
Mariko FujinakaOverview
In the 1980s pharmaceutical innovations and an evolving public awareness regarding health matters caused the long sleepy U.S. antacid market to stir. Antacid manufacturers stepped up their advertising efforts, introduced new products, and developed countless extensions for existing brands. At the same time, a new type of medication for treating ulcers and problems of severe indigestion was taking the prescription drug market by storm. Pharmaceutical firms planned to move the new drug into the nonprescription market in the 1990s, hoping to duplicate successful prescription sales and...